A creative advertising campaign uses Gyotaku Fish Prints to bring Hudson Canyon to the attention and to stimulate Ocean Conservation during World Oceans Month. See how design meets advocacy.
Last June, in honor of World Oceans Month, the selected seafood markets in New York and New Jersey selected their fish in Limited-Edition Butcher Paper with one clear message: Protect Hudson Canyon.
The advertising campaign – led by the Wildlife Conservation Society (WCS) In collaboration with McKinney and Cylndr Studios – looks two powerful visual traditions: the nostalgic appearance of fish markets on the east coast and Gyotaku, the Japanese art of printing fishing. With the help of blue ink and real marine species found in the canyon (think: black sea bass, Sint -Jakobs shells, scratching), the team created striking, inked impressions of the beings they work to protect. Each magazine also has a QR code that links to a petition for conservation.
And there is plenty to protect. Hudson Canyon is an underwater valley off the coast of New York and New Jersey. It is deeper than parts of the Grand Canyon and rich in the life of whales and sharks to lively corals for cold water. It is also one of the most important and fragile marine ecosystems in American waters.
World Oceans Month may be over, but ocean protection does not follow a calendar. Ad -campaigns such as these show how well thought out design, rooted in culture and craft, can inspire daily action.
Why it caught our attention:
- It uses a tactile, analog format to fill digital action.
- It draws from tradition (Gyotaku) to create something fresh.
- It makes advocacy personal feeling – like something you would like to keep, not just skim.
WCS also has the largest nature field program in the world and manages all five zoos and aquariums of New York City – including the Bronx Zoo. They protect more than half of the well -known biodiversity of the earth.
Prove that the packaging is sometimes the message.
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AD -Campaign exams
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