Title	DON'T END UP AS FISH FOOD
Brand	SEJLSIKKERT
Product/Service	FISH FOOD
Category	B05. Use of Ambient Media: Small Scale
Entrant	HJALTELIN STAHL Copenhagen, DENMARK
Idea Creation	HJALTELIN STAHL Copenhagen, DENMARK
Media Placement	HJALTELIN STAHL Copenhagen, DENMARK
PR	BE ON Copenhagen, DENMARK
Production	PEGASUS PRODUCTION Copenhagen, DENMARK

Name	Company	Position
Lasse Vintersbølle	Hjaltelin Stahl	Copywriter
Claus Collstrup	Hjaltelin Stahl	Art Director
Rasmus Gottliebsen	Hjaltelin Stahl	Creative Director
Theis Clausen	Pegasus Production	Color Grading
Martin Mohr	Hjaltelin Stahl	Group Creative Director
Kenneth Dederding Espersen	Pegasus Production	VFX/CGI artist
Johan Høyer	Pegasus Production	Sound Designer
Ian Hansen	Pegasus Production	DOP
Natalia Alexandra Szwebs	Pegasus Production	Editor/Photographer
Natalia Alexandra Szwebs	Pegasus Production	Editor/Photographer
Emilie Brandt	Pegasus Production	Producer
Sine Carlsen	Pegasus Production	Producer
Sarita Montenegro	Hjaltelin Stahl	Account Manager
Tobias Smidth-Fibiger	Hjaltelin Stahl	Client Service Director
Julie Elander	Hjaltelin Stahl	Strategic Planner
Peter Theglev	Hjaltelin Stahl	Photographer

The Campaign

If you drown at sea, you eventually end up as fish food. Simple as that. To tell that story, we created a new brand of organic fish food – supposedly made entirely from drowned sailors and fishermen. The sinister looking product, simply named Fish Food, was available in harbours as well as fishing and sailing shops across the country. The product label told the background story and emphasized the importance of safety at sea, by giving the reader five important tips on how to avoid ending up as fish food. Production continues until no Danes drown at sea.

Creative Execution

By launch, the campaign was further sparked offline through posters in shops and print ads in relevant magazines, and by having 200 ambassadors and influencers physically present in harbors and in gear shops around Denmark, promoting the product. The Facebook page consisted of several small online films, reminding fans of the five important safety tips, plus a Facebook Canvas where people could dive into the deep blue sea with a chance to find and win their own copy of ‘Fish Food’. 1.000 physical copies of ‘Fish Food’ was produced, and the client is considering making a second batch. The campaign has been running for 4 months during peak season for sailing.

The very different approach to safety stirred the pond(!). It generated a lot of buzz - online as well as in the maritime environment. It got people talking in ways that none of the client’s previous campaigns ever did. We got more than 1.200.000 interactions on Facebook alone. Because of the "tongue-in-cheek" method, it was suddenly okay for people to tag friends, who they knew were not taking safety seriously when sailing. The sinister bottle became a tool to make remind a friend to wear a life vest. Exactly what we hoped for. The target group was 500.000 people, and our total reach was 1.600.000. Our clients' ambassadors have reported that many of the 'Fish Food' bottles have been stolen from the sailing clubs where they've been showcased, and so far the work has been featured by marketing– and creative blogs all over the world, probably most notably by Contagious.

An emotional PSA with your average disposable flyer just wouldn't cut it with our rough sailing crowd, so instead we decided to make a morbid, lasting one that didn't beat around the bush. A noticeable product with a message both inside and outside; sail safely or end up as fish food. Instead of advertising our message, we created this faux product and used our budget to advertise the media itself. The product became the epicenter of the campaign, and served as a provoking conversation starter.

Insights, Strategy and the Idea

Safety on board largely relies on the captain. In 90% of the cases, if he wears a life jacket, so does everyone else. Captains can generally be described as male, 25-65 years old and heavily engaged in their hobby - whether it be sailing or fishing - both offline and online. This made them easy to target online, through social media such as Facebook and YouTube, as well as through online sailing and fishing communities. We identified the target group to consist of 500.000 people on Facebook. An emotional PSA with your average disposable flyer just wouldn't cut it with our rough sailing crowd, so instead we decided to make a morbid, lasting one that didn't beat around the bush. A noticeable product with a message both inside and outside; sail safely or end up as fish food.