A campaign to 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 identify and 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 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 and 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, engaging hundreds of partners and gaining new ambassadors. The hero video alone was viewed over 6 million times, at a cost of less than 1p per view.