www.pezleon.co
TERRIBLY DELICIOUS, EATING ONE SPECIES TO SAVE THOUSANDS
THE LIONFISH INVASION
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 IDEA
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.
EASTER WEEK
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.
OUTCOMES
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:
34.164 fish
6.132 crustaceans
3.500 other species.
We achieved a cultural shift. Millions of Colombians were invited to eat Lionfish, making it part of their daily diet.
HOW IT WORKED
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.
WINNER:
CANNES LIONS
SILVER
SILVER
PROMO & ACTIVATION
2014
CANNES LIONS
BRONZE
PROMO & ACTIVATION
2014
BRONZE
PROMO & ACTIVATION
2014
CANNES LIONS
FINALIST
DIRECT
2014
FINALIST
DIRECT
2014
CANNES LIONS
FINALIST
PR
2014
FINALIST
PR
2014
LONDON
SILVER
NON TRADITIONAL / PUBLIC SERVICE
2014
SILVER
NON TRADITIONAL / PUBLIC SERVICE
2014
CLIO
GOLD
PR
2014
GOLD
PR
2014
CLIO
FINALIST
DIRECT MARKETING
2014
FINALIST
DIRECT MARKETING
2014
CLIO
FINALIST
ENGAGEMENT
2014
FINALIST
ENGAGEMENT
2014
CRÈME DE LA CRÈME
INTEGRATED
WPPed cream
2014
INTEGRATED
WPPed cream
2014
EL DORADO
TITANIUM
GRAND PRIX
2014
2014
EL DORADO
PROMO & ACTIVATION
GRAND PRIX
2014
PROMO & ACTIVATION
GRAND PRIX
2014
EL DORADO
PROMO & ACTIVATION
GOLD
2014
PROMO & ACTIVATION
GOLD
2014
EL DORADO
PR
GOLD
2014
PR
GOLD
2014
EL DORADO
DIRECT
GOLD
2014
DIRECT
GOLD
2014
EL DORADO
MEDIA
GOLD
2014
MEDIA
GOLD
2014
EL DORADO
TITANIUM
GOLD
2014
TITANIUM
GOLD
2014
WAVE
PR
GOLD
2015
PR
GOLD
2015
WAVE
PROMO
GOLD
2015
PROMO
GOLD
2015
WAVE
GREEN WAVE
SHORTLIST
2015
GREEN WAVE
SHORTLIST
2015
ONE SHOW
BRANDED ENTERTAINMENT
GOLD
2015
ONE SHOW
CROSS PLATFORM - INTEGRATED BRANDING
FINALIST
2015
CROSS PLATFORM - INTEGRATED BRANDING
FINALIST
2015
D&AD
WHITE PENCIL - GRAPHITE
CREATIVITY FOR GOOD
2015
EFFIES
CATEGORIA GOBIERNO Y CAMPAÑAS DE ESTADO
SILVER
2015
EFFIES
CATEGORIA ALIMENTOS
SHORT LIST
2015
EFFIES
CATEGORIA CAMPAÑAS DE TRANSFORMACION SOCIAL
SHORT LIST
2015
CATEGORIA CAMPAÑAS DE TRANSFORMACION SOCIAL
SHORT LIST
2015
EFFIES
CATEGORIA BAJO PRESUPUESTO
SHORT LIST
2015
CATEGORIA BAJO PRESUPUESTO
SHORT LIST
2015
CREDITS
Agency: Geometry Global Colombia / Ogilvy & Mather Colombia
Xavier Serrano - Geometry Global - CEO
Juan José Posada – Geometry Global – Executive Creative Director Latam
Jhon Raúl Forero – Ogilvy & Mather- Chief Creative Officer
Iván Mejía – Geometry Global – Creative Director
Sergio Ramirez – Geometry Global – Art Director
Alex Del Río - Geometry Global – Art Director
Juan Carlos Botero – Geometry Global – Art Director
Carlos Bedoya – Geometry Global – Art Director
Carlos Arredondo – Geometry Global – Copywriter
Sebastián Acevedo – Geometry Global – Copywriter
Carlos Gutiérrez –Geometry Global – Social Media Manager
Juan Pablo Rodríguez – Geometry Global – Video Director
Patricia Méndez – PMT – Agency Producer
Natalia Rudd – Whisky Films – Producer
Ricardo Vega – Los Bones – Producer
Fabián Torres – David Studio – Post Production
Camilo Lucena – Estudios Machina – Original soundtrack