Advertiser: Centro Cuesta Nacional (CCN)Brand: Jumbo HypermarketsAgency: Partners Ogilvy & Mather, Dominic RepublicCountry: Dominican Republics
Objectives
Commercial objective: The Invisible Fish was not created with a commercial objective in mind, it was part of the Corporate Social Responsibility of CCN and its brand Jumbo.
Marketing objective: The action was not oriented to generate sales, just to generate awareness about the problem.
Communications objectives:Generate awareness about the importance of parrotfish in the creation and conservation of Dominican beaches and the devastating consequences of its uncontrolled consumption on the Dominican economy which...