Bait and Switched Ad Campaign

Bait and Switched is a public awareness campaign for seafood fraud. The target audience were those who want to know where their money is going where fish is concerned. Fish farmers, supermarkets, restaurants selling fish. Also, those with health risks or allergies associated to certain types of fish. Since this was a public awareness campaign, the ads needed to be dramatic.

By creating a dynamic visual through Adobe Photoshop, the intimidating or otherwise monstrous fish on dinner plates became the basis for the campaign. The photographs were carried on in different compositions in other aspects in the campaign and the color pallet pulled from the three different ads was used in the rest of the campaign such as the infographic.

By integrating the campaign through three different platforms- social media, traditional media, and interactive- the hope was to gain as much awareness of the problem as possible.

Components: Main Ads, Posters, Facebook Presence, Animated, Gif, Video, Infographic.