“Catch of the Day” Campaign Presents Trash Fresh from the Sea
by Christina Badal
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.
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.
While environmental campaigns often emphasize shock value above all else, the Surfrider project tempers startling subjects with a restrained presentation and refined target audience.