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A campaign to keep it wild

MSC | Keep it Wild


To mark the Marine Stewardship Council's 20th anniversary and a new brand refresh, the MSC developed 'Keep it wild' - an ambitious campaign idea to present the little blue label as the easiest, most trustworthy way for consumers to enjoy wild-caught, sustainable seafood. To help amplify the campaign, the MSC approached Nice and Serious to develop creative video content and a strategy to roll it out.


An inspirational hero film which transports audiences from the land out to the wild ocean, to help people appreciate the value of wild-caught seafood. The film was rolled out to a global audience in cinemas, TV commercials, social media and on the MSC's new website. 

We also created a series called 'Wild Ones', showcasing stories of inspirational people who are working hard to 'keep it wild'. From celebrity chefs, to Alaskan fishers, to pro windsurfers, the series puts a face to the campaign, giving it depth and authenticity. 

Finally, a series of helpful recipe videos were produced to guide and inspire audiences to cook sustainable seafood at home. The short social media videos each had a wild twist to help give consistency across the campaign.


The campaign was a huge success, helping the MSC to grow awareness and understanding of their label, to engage hundreds of partners and to gain new ambassadors. The hero video alone was viewed over 6 million times, at a cost of less than 1p per view.

Views 6,000,000 +

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