The Lionfish is an invasive species that threatens the Caribbean; it lays more tan 2’000.000 eggs per year, it has no natural predator in these waters and it feeds off of native fish, therefore destroying the coral reef balance. It has become a risk for the environment and the economy for more than 30 countries.

The only way to fight this menace was to eat it, so we started working alongside Colombia’s most important chefs, who helped turn the Lionfish into a trendy dish.

Afterwards, we popularized it by selling it in supermarkets throughout the country for the first time.

More than 84% of Colombia’s population is Catholic and half of them eat fish during Lent and Easter Week. That’s why we sought help from the most influential institution in history: The Catholic Church. Priests all over the country supported the campaign by inviting catholics to not just eat fish during Holy Week, but to eat Lionfish. A cultural impact that traditional media would’ve never accomplished.

Colombia’s President joined the campaign, inviting fellow Colombians to eat Lionfish during Easter Week.

We created a supply chain from scratch: Fishermen, fisheries, restaurants and hotels all working together to stop this menace.

For every Lionfish we eat, we save:

We achieved a cultural shift. Millions of Colombians were invited to eat Lionfish, making it part of their daily diet.

We turned Lionfish into a trendy dish.

We popularized it throughout the country.

For the first time it was sold in supermarkets.

The Catholic Church spread the message during Lent and Easter Week.

Lionfish is becoming part of Colombia’s diet, saving millions of native species.

CANNES LIONS
SILVER

PROMO & ACTIVATION

2014

CANNES LIONS
BRONZE
PROMO & ACTIVATION
2014

CANNES LIONS
FINALIST
DIRECT
2014

CANNES LIONS
FINALIST
PR
2014

LONDON
SILVER
NON TRADITIONAL / PUBLIC SERVICE
2014

CLIO
GOLD
PR
2014

CLIO
FINALIST
DIRECT MARKETING
2014

CLIO
FINALIST
ENGAGEMENT
2014

EL DORADO
TITANIUM

GRAND PRIX
2014

EL DORADO
PROMO & ACTIVATION
GRAND PRIX
2014

EL DORADO
PROMO & ACTIVATION
GOLD
2014

EL DORADO
PR
GOLD
2014

EL DORADO
DIRECT
GOLD
2014

EL DORADO
MEDIA
GOLD
2014

EL DORADO
TITANIUM
GOLD
2014

WAVE
PR
GOLD
2015

WAVE
PROMO
GOLD
2015

WAVE
GREEN WAVE
SHORTLIST
2015

ONE SHOW
CROSS PLATFORM - INTEGRATED BRANDING
FINALIST
2015

WHITE PENCIL - GRAPHITE

CREATIVITY FOR GOOD

2015

CATEGORIA GOBIERNO Y CAMPAÑAS DE ESTADO

SILVER

2015

EFFIES
CATEGORIA ALIMENTOS
SHORT LIST
2015

EFFIES
CATEGORIA CAMPAÑAS DE TRANSFORMACION SOCIAL
SHORT LIST
2015