Campaign details

Advertiser: Centro Cuesta Nacional
Brand: Centro Cuesta Nacional
Agency: Ogilvy Dominican Republic Santo Domingo
Country: Dominican Republic

Objectives

  • Commercial objective: The Invisible Fish was not created with a commercial objective in mind, it was part of theCorporate Social Responsibility of CCN and its brand Jumbo.
  • Marketing objective: The action was not oriented to generate sales, just to generate awareness about the parrotfish situation.
  • Communications Objectives: Generate awareness about the importance of parrotfish in the creation andconservation of Dominican beaches and the devastating consequences of its uncontrolled consumption on theDominican economy which depends on "sun, sand and beach" tourism.

Creative work

Our idea was to "sell" in Jumbo an invisible fish. We placed empty packages in the coolers that usually display fresh fish. The packages' labels explained how the exploitation of parrotfish affects beaches, invited customers not to consume it and asked for a fishing ban.