CAPE TOWN FISH MARKET
Cape Town Fish Market have prided themselves on training their fisherman to the highest standards. We saw an opportunity to show how the fish train just as hard to be caught by a Cape Town Fish Market fisherman. This was a good opportunity for the brand to flip its past adverts on their heads and take a new approach to what serving the best and most fresh fish means
We created three videos to play both as a TV commercial as well as to be placed on social media platforms such as Facebook and Youtube. These three videos each told a different story of fish trying to be the best told in an epic tone as it is the fish’s life ambition to be caught by a Cape Town Fish Market fisherman. These stories included training, graduation and a “When I grow up” class from the Academy of Fish. The characters in these stories, consisting of various sea-life, were illustrated in muted colours with a loose design so as not to seem too child-like. The characters were then animated and paired with voiceovers to make them come to life. The choice of creating a set of 3 videos came down to the ability of multiple videos to give people a way to come to love the characters and emphasise the message. We were able to give the fish a voice in this campaign and show people that Cape Town Fish Market really do strive for the best.