Tuesday, March 11, 2014

Advertising and Sustainability

The German company Followfish has adopted a forward thinking approach by applying a conservative philosophy.

This company focuses on proven sustainable fishing practices to foster a healthy and vital fish population. It also provides customers with full information on the sources of ingredients of the food products it sells.

In this commercial, we see a child's magnetic fishing game employed as a metaphor to depict the consequences of indiscriminant industrial fishing practices. The copy line at the end of the commerical is "Follow the true taste."

In this ad, the tomato mirrors the company logo pointing to its own place of origin on a map to demonstrate the ingredient tracking codes on the packages. Consumers can use the codes to identify the sources of the ingredients, following the pathways of true taste from the fisheries and farms to themselves.

This is path-making advertising for sustainable business practices.

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