The Energy Issue

The Energy Issue is a Columbia University GSAPP initiative to make energy a cultural issue, launched in partnership with Oldcastle Building Envelope®.

“Catch of the Day” Campaign Presents Trash Fresh from the Sea

“Catch of the Day” Campaign Presents Trash Fresh from the Sea

 

To bring attention to the issue of ocean pollution, the Surfrider Foundation teamed up with advertising agency Saatchi & Saatchi LA to create the “Catch of the Day” campaign. Actual trash collected from beaches around the U.S. was re-packaged as food and left on display at farmer’s markets to create a impactful, site-specific message.

Examples from Saatchi & Saatchi LA's "Catch of the Day" campaign for the Surfrider Foundation

Examples from Saatchi & Saatchi LA’s “Catch of the Day” campaign for the Surfrider Foundation

By addressing consumers at the point of purchase, the “Catch of the Day” reminds seafood buyers that ocean pollution isn’t someone else’s problem; rather, it impacts individuals on a daily basis. Some of the repackaged items include cigarette butts from Venice Beach, California; aerosol cans from South Padre Beach, Texas; and condoms from Newport Beach, California.

Examples from Saatchi & Saatchi LA's "Catch of the Day" campaign for the Surfrider Foundation

Examples from Saatchi & Saatchi LA’s “Catch of the Day” campaign for the Surfrider Foundation

While environmental campaigns often emphasize shock value above all else, the Surfrider project tempers startling subjects with a restrained presentation and refined target audience.