A wild milestone to mark
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.
+6M
Video views
The value of keeping it wild
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.
Impact so far
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.
Sustainability storytelling that resonates
We find that the most effective sustainability films avoid abstract or confusing messages that will ultimately disinterest an audience – because the last thing we want them to do is to stop watching.
The next thing we want to avoid is making viewers feel guilty about their choices. That’s why our approach to sustainability films focuses on connecting small, achievable actions to bigger pictures to show how everyday decisions connect to wider systems.
By grounding sustainability in real lives and tangible moments, film becomes a way to build belief and momentum – crucially, without feeling overwhelming.
