In the last 50 years, 90% of all large fish and 70% of seabirds have disappeared. This is a dreadful situation for which fishing activities bear full responsibility. Every day, the equivalent of 20 million kilometres of fishing nets are set in the ocean, asphyxiating all marine life and threatening it with extinction.

Because we must act, Sea Shepherd and its advertising agency Brand Station, an FCB Alliance, have launched an awareness campaign on the ocean’s critical situation, encouraging the public to take action now before it is too late.

The campaign, named No-fishing.net, is built around an innovative digital platform: www.no-fishing.net.

This interactive and immersive website allows users to discover a real-time global overview of the impact of fishing activities around the world, as well as follow all Sea Shepherd activities across the planet. The site also features a hard-hitting film narrated by Captain Paul Watson. It has a unique donation mechanism that converts each donation into its equivalent in fishing nets, which will be removed by Sea Shepherd from the ocean.

About Sea Shepherd:
Paul Watson is the founder of the Sea Shepherd association created in 1977. Their mission is to protect marine wildlife and stop the destruction of the natural habitats that make up the oceans.

Sea Shepherd is known worldwide for its direct and combative methods of environmental protection. From the gentle giants of the sea to its smallest creatures, Sea Shepherd’s mission is to protect all marine life species living in our oceans. Their campaigns have defended whales, dolphins, seals, sharks, penguins, turtles, fish, krill and aquatic birds from poaching, unsustainable fishing, habitat destruction, and exploitive captivity.

From its earliest years, Sea Shepherd has embraced the mandate of the United Nations World Charter for Nature to uphold international conservation laws when nations can’t…or won’t. Today, Sea Shepherd works with law enforcement agencies such as INTERPOL to help bring poachers to justice, and partners with national governments around the world to stop illegal, unreported and unregulated fishing in their sovereign waters.

Know more

About FCB Change
Founded in 2009 and managed by Patrick Mercier and Elisabeth Billiemaz, with 100 employees and 12 million euros in revenue in 2019, Change is a 100% independent integrated communication agency, which covers all businesses; from design to digital, from advertising to operational marketing, including content creation.

Credits
Brand – Sea Shepherd
Communication Director – Lamya Essemlali
Agency : BrandStation, an FCB Alliance
C E O – Elisabeth Billiemaz
Executive Creative Director – Samy Benama & Damien Guiol
Art Director & Copywriter – Charlotte Sindic & Djavid Karmaly
Producers -Rémy Guizerix & Laëtitia Neves
Production Company -Soldats Films
3D artists – The Motion Fighters
Production Company 2 – When We Were Kids
Digital studio – Make Me Pulse
Sound studio – Au Revoir Charlie
Case music – Cézame

This campaign is about:
Illegal fishing, No Fishing Net

Background In Paris, 2018, one basic universal right isn’t respected: equal mobility for all. People with reduced mobility only have access to 2% of the Paris Metro, as only Line 14 is properly equipped to help wheelchair users get around. An unfair & unacceptable situation, making Paris the least accessible city, for people with disabilities, in the world, far behind other big cities like Washington (100% accessible), Los Angeles (100% accessible), Tokyo (88% accessible) or Barcelona (82% accessible). This situation is cause for concern, especially since the 2024 Olympic & Paralympic Games are right around the corner, and Paris is meant to be one of the host cities.

Idea
During World Mobility Day, hundreds of volunteers & people with disabilities participated in an illegal stunt operation that took place in the 293 non-accessible metro stations in Paris. The classical metro map was covered with a new metro map that exclusively showed Line 14: the only accessible line to people with disabilities.

Strategy
With only 9 accessible metro stations out of 303, the Paris metro is the least accessible one in the world for people with reduced mobility. Mobility is a universal right, people with reduced mobility should have equal access to it like everybody else. First target the general public (70 million french people, especially all Parisians), especially those with influence on social networks. The second target, the journalists & the media. And lastly, those who have the power to change things: the politicians. APF France Handicap managed to catch the attention of the Mayor of Paris, Anne Hidalgo, and of the French president Emmanuel Macron. They redesigned the Paris metro map so that it would only show Line 14, printed it and stuck it on top of the classical metro maps in the 293 non-accessible metro stations in Paris. They also handed out 10 000 leaflets containing our map to people. Execution Media channels and integration: the current metro maps located at the entrance and inside Paris metro stations. Implementation: They redesigned the Paris metro map so that it would only show Line 14. They then printed the maps in real size using self-adhesive paper.

Scale
We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris.

Timeline
This covering stunt took place on World Mobility Day, on the 26th of September 2018, and was talked about in the media & politics for 3 months.

Outcome
590 million global impressions – 6,5 million in earned media – 0 media investments – Hundreds of articles in the media – Caught the attention of the politicians: Mayor of Paris Anne Hidalgo sent an official letter to the organisation in charge of the Paris Metro, to take concrete measures to make the metro more accessible to all. Emmanuel Macron recently announced that 60% of the metro network would be accessible to all by 2024, in time for the Olympic / Paralympic Games.

Credits
Brand: APF France Handicap
Campaign: France Accessible
Advertising Agency: Brand Station Paris, Paris, France
Project Lead: Natcha Crea, Xavier Delaporte
Production: Rémy Guizerix, Laetitia Bernard, Pauline Juliano
PR Lead: Fabien Manzano Martinez
Sound & Mix: Circonflex
Stunt Film: The Cabs
Case Study Animation: Noé Paris, Louis Wallet
Art Directors / Copywriters: Damien Guiol, Samy Benama, Djavid Karmaly
Creative Directors: Damien Guiol, Samy Benama
Chief Creative Officer: Loïc Chauveau

Tags:
Outdoor, Public Interest, NGO, Awareness Campaign, Digital, Best Digital Campaigns, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads