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Ogilvy Singapore promotes consumption of sustainable seafood with WWF campaign

9 September, 2010

SINGAPORE — To encourage Singaporeans to consume sustainable seafood and as part of its marine conservation efforts, the WWF – World Wide Fund for Nature (Singapore) has developed the Singapore Seafood Guide, accompanied by an advertising push conceptualized by Ogilvy & Mather Singapore.

More than 70 percent of the world’s marine fish stocks are either fully exploited or overfished and Singapore is one of the biggest seafood consumers in Asia, with much of the seafood sourced from the Coral Triangle in Southeast Asia. However, while there is a growing awareness of sustainability, few Singaporeans have taken concrete steps towards a greener lifestyle.

With the launch of the Singapore Seafood Guide, WWF hopes to draw awareness to the problem and encourage Singaporeans to consume sustainable seafood – seafood from fished or farmed sources that can maintain or increase production in the future without jeopardizing the ecosystems from which it was acquired.

To drive home the message, the ads are aimed at establishing a new code of conduct around eating sustainable seafood, positioned as the real luxe; while unsustainable seafood is seen as a faux pas.

“By creating desirability around sustainable seafood, our aim is to push for seafood from unsustainable sources to be seen as a faux pas. We like to think of it as doing our best to instill some table manners in Singaporeans when it comes to dining out and eating sustainably,” commented Robert Gaxiola, Executive Creative Director, Ogilvy & Mather Singapore.

The campaign – done on a pro bono basis by the agency – is now running on adshels and postcards all over Singapore. The print ads are set to follow shortly.

The Singapore Seafood Guide is available for download at  

Creative Agency : Ogilvy & Mather
Brand / Client : WWF Singapore
Campaign Title : Enter the World of Sustainable Seafood
CD : Robert Gaxiola, Eric Yeo
Copywriter : Robert Gaxiola
Art Director : Eric Yeo
Planners : Huiwen Tow, Tania Chan
Account management : Dan Gibson, June Foo
Art Buyer : Iskandar Abdul Kader
Photography : Edmond Ho
Food Styling : Anderson Ho
Production House : Jambu Studio
Post Production/ DI : Kriz Chiu
Exposure : Outdoor, post cards, print

Ogilvy & Mather Singapore

For further information, please contact:
Long Li Yann, +65 9856 5405

Jane Fraser, +65 9821 2914

About Ogilvy & Mather
Ogilvy & Mather ( is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, For more information, visit

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