Tuna, 2

Agency Network: 
March 2011

Print advertisment created by Ogilvy, Singapore for Sea Shepherd, within the category: Public Interest, NGO.

When you see a tuna, think panda. The bluefin tuna is so threatened, it is likely to disappear from ocean in just a few years. Industrial overfishing has already wiped out 85% of the bluefin populations in the Atlantic and Mediterranean. Act now to save the rest. Don't sell, buy or eat this endangered species. And please support the bluefin defense campaign. Operation Blue Rage, at

Advertising Agency: Ogilvy & Mather, Singapore
Art Directors: Stuart Mills, Anthony Tham
Copywriter: Jagdish Ramakrishnan

Comments (4)

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luispiter's picture
Activity Score 2756

good work... nice concept

thedesignaddict's picture
Activity Score 5403

I like the approach.

Perhaps an execution closer to the consumer would have worked nicely too. (ie. paw on the BBQ, head in sushi restaurant, etc...)

Boxey's picture
Activity Score 8879

Now I'm hungry for a tuna sandwich.

chapelier's picture
Activity Score 154

Interesting take, the shock factor is definitely there. Not sure how people who see it will relate it back to bluefin tuna though. I like the idea of 'think panda', but there just seems to be a disconnect here. I mean, furry mammal vs. slimy fish?

I'm walking away from this ad thinking about pandas in the hold- tuna can't be farther from my mind right now.

keeping the right side of your head warm.