Toronto agency john st.’s latest campaign for World Wildlife Fund Canada is based around the insight that people are lazy. Or, as Stephen Jurisic, co-ECD at john st. puts it, “This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do…So rather than try to change that behavior, we thought let’s just embrace it and show that it takes next to no effort to help our oceans and the sea life in it.”
In a 60-second spot, the agency promotes buying seafood with the MSC (Marine Stewardship Council) label on it to help protect our oceans by supporting sustainable fishing practices. The spot likens buying MSC-certified seafood with recycling (“Because it’s next to the trash.”) and buying organic, things that are “easy and practically unavoidable.” It’s an interesting change of approach from the usual call-to-arms, making the implication that there’s really no excuse not to buy MSC seafood, since it’s so easy.The campaign also includes two shorter how-to videos and a series of overtly simply online quizzes.
Credits:
Advertising Agency: john st., Toronto, Canada
Executive Creative Directors: Angus Tucker, Stephen Jurisic
Associate Creative Director / Art Director: Hannah Smit
Writer: Jessica Schnurr
Agency Producers: Shawna McPeek/ Madison Papple
Production House: Radke
Director: Michael Clowater
Director of Photography: Brett Van Dyke
Line Producer: Gillian Gardner
Executive Producer: Scott MacKenzie
Editing Company: Saints
Editor: Griff Henderson – “Lazy Environmentalist”
Editor: Cian McDevitt – “Lazy Environmentalism – Feed Your Cat” and “Lazy Environmentalism – Making a Sandwich”
Assistant Editor: Sara Windrim
Executive Producer: Stephanie Hickman
Transfer: Alter Ego
Colourist: Eric Whipp
Executive Producer: Greg Edgar
Online: The Vanity
Flame Artist: Naveen Srivastava
Executive Producer: Stephanie Pennington
Audio House: Vapor Music
Audio Director: Brendan Quinn
Engineer: Julian Rudd
Producer: Natalie Schnurr