TUNA TUNES by Leagas Delaney Hamburg for Followfish

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TUNA TUNES

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Industry Canned Food
Media Case study
Market Germany
Agency Leagas Delaney Hamburg
Executive Creative Director Stefan Zschaler
Creative Director Florian Schimmer, Michael Götz Leagas Delaney Hamburg Gmbh
Art Director Felix Boeck, Robert Westphal
Copywriter Heiko Franzgrote, Samuel Weiss
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of music Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of music
Advertiser: FOLLOWFISH (FISH & MORE)
Product/Service: TUNA
Agency: LEAGAS DELANEY HAMBURG, GERMANY

Executive Creative Director: Stefan Zschaler (Leagas Delaney Hamburg)
Creative Director: Michael Götz (Leagas Delaney Hamburg)
Creative Director: Florian Schimmer (Leagas Delaney Hamburg)
Art Director: Robert Westphal (Leagas Delaney Hamburg)
Art Director: Felix Boeck (Leagas Delaney Hamburg)
Graphic Designer: Ulrike Stahlberg (Leagas Delaney Hamburg)
Graphic Designer: Nadine Hoenow (Leagas Delaney Hamburg)
Copywriter: Heiko Franzgrote (Leagas Delaney Hamburg)
Copywriter: Samuel Weiss (Leagas Delaney Hamburg)
Account Manager: Heinke Kraack (Leagas Delaney Hamburg)
Project Manager Digital: Katharina Eckert (Leagas Delaney Hamburg)
Account Manager: Stefanie Büch (Leagas Delaney Hamburg)
Print Produktion: Sven Schmiede (Leagas Delaney Hamburg)
Production: Patrick Plogstedt (Leagas Delaney Hamburg)
Trainee Film Production: Cinzia Morganti (Leagas Delaney Hamburg)
Online Creative: Björn Lange (Leagas Delaney Hamburg)
Editing: Alex Butaud (Leagas Delaney Hamburg)
Editing: Martin Narr (Leagas Delaney Hamburg)
Film Animation: Ronald Mau (Leagas Delaney Hamburg)
Composer: Duncan Townsend ()

Describe the campaign/entry
Since we've produced our own musical content which was spread on the internet there weren't any restrictions or regulations we had to deal with.


Results
Germany's sustainable fish brand Followfish now even has tinned tuna in its range. The extraordinary thing: It's caught by hand in the Maldives. This centuries-old fishing method saves thousands of jobs locally and practically avoids bycatch and overfishing. Making it probably the most sustainable tinned tuna in the world - and that's what the world should get to know about.

To emphasize the exceptional sustainability we even recycled the tin and built a ukulele out of it. Thus we demonstrate with music that eating tuna can be fun again.

First we introduced the campaign with a short online documentary. Since then the British singer-songwriter Duncan Townsend and his instrument met regularly with other musicians for sustainable jam sessions: the TunaTunes. On Facebook, food fairs, live concerts and with the development of an own song which was sent to Facebook fans, hand-picked bloggers, journalists and buying agents, we spread the musical message of sustainable tuna fishing throughout Germany.


The documentary and the different sessions were spread on the Followfish Facebook page, YouTube, Vimeo and on the Facebook pages of the participating musicians. In addition, we've sent it to music and food bloggers, which even covered the story behind our sustainable tuna.


The simple idea of building a ukulele out of a tin led to Followfish's most successful product launch. The result: Listings in virtually all big supermarkets and organic grocery stores. Sales rose in no time from 20.000 to about 100.000 tins per month. Ending up in nearly one million sold tins in the first year. In addition we got a lot of "likes", shares and applause. In other words: many emotions - for a highly unemotional product: a tin of tuna.