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Ditch The Fish Brand Identity / Digital Design / Signage / Brand Collateral / Marketing & Content
A sustainability campaign that turned a tiny piece of plastic into the reason thousands of market visitors changed a daily habit.
Ditch The Fish. Say it once and you already know what to do.
That was the brief: get people at South Melbourne Market’s oyster bars to stop reaching for the tiny plastic soy sauce fish, without a lecture, without the usual sustainability jargon, and without slowing anyone down on their way to lunch.
The fish were a bigger problem than their size let on. Too small to recycle, too easy to lose to landfill and waterways, and quietly gumming up the Market’s oyster shell recycling program until it ground to a halt. Small, cute, easy to ignore, right up until someone points out you’re holding a piece of plastic that’s going to outlive you by about four hundred years.
So we made it impossible to ignore. ‘Ditch The Fish’ is the kind of line that works on sight, which had to earn its keep visually as much as verbally, loud enough to catch someone mid-bite and simple enough to need no translation.
Then we sent it everywhere. Signage and point of sale cards right at the oyster bars, a full run of social and EDM assets, and once the campaign proved it had legs, a bigger run of billboards, MRECs and full-page print to match.
One tiny fish. One easy decision. A whole market happy to make it.
