Cummins & Partners emerges as agency behind John West ‘Finnish Tuna’ sustainability stunt
Cummins & Partners has emerged as the agency behind John West’s ‘Finnish Tuna’ stunt which was an effort to promote the dangers of unsustainable fishing.
The stunt saw John West launch a fake tuna brand called ‘Finnish Tuna’ in an effort to dramatise the possibility of a world without fish thanks to unsustainable fishing methods.
The campaign was aimed at promoting the fact that John West now only sourced tuna certified by the Marine Stewardship Council. It was built on insights from Cummins & Partners, who won the John West account from BWM at the end of January, that people’s understanding of the concept of ‘sustainable’ equalled having something ‘forever’, and from this insight the ‘Unlimited Edition’ work was born.
Cans of ‘Finnish Tuna’ were distributed to commuters who found when they opened the cans there was nothing in them but water and a message: “Imagine a world without fish”.
Greenpeace recently ranked John West last out of 11 suppliers for the proportion of tuna caught sustainably.
http://www.telegraph.co.uk/new.....thods.html
Hey Thomas Dux,
Greenpeace is actually behind John West Australia on this one – John West UK and AU are different entities:
http://www.huffingtonpost.com......91192.html
Hi Thomas Dux,
That article relates to John West in the UK. Different to Australia.
Here’s the Greenpeace response to the Australian John West initiative.
http://www.huffingtonpost.com......=Australia
Thank goodness. I have not been able to sleep, wondering who was behind this… Now I know.
Cute idea, let’s create extra rubbish and landfill to show how sustainable we are…
Need to go back to this:
https://www.youtube.com/watch?v=76ytNbGaX-M
Imagine a world without female creatives. #whataloadofcarp
I thought this was gold. One of the young blokes here, resorted to his ‘free’ can on the day before payday and drained the entire contents into the sink before realising the errors of his spendthrift ways 🙂
Still not funny-poor homeless people that took a tin or were given one!
No need for it-give us a lecture-but still give us the tuna!
@Something fishy
You want to ensure a female creative works on every brief?
Start an agency and only employ women.
Good point Tuna Lover and Stella, two completely unrelated people, this is a good brand/campaign!
Credits to Initiative as well for the media planning and buying of the Unlimited Cans ATL campaign
@qt3.14
No, not every brief. Just the occasional one that comes of Cummins.