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DDB's Andy Fackrell and Greenpeace Take a Spin on the 'Meal of Fortune'

DDB Group Asia Pacific, 2 years, 6 months ago

For the launch of 'Label My Fish' a campaign drawing attention to the lack of fish labelling laws in Australia

DDB's Andy Fackrell and Greenpeace Take a Spin on the 'Meal of Fortune'

DDB Group Asia Pacific’s regional creative director, Andy Fackrell, has launched a regional initiative with Greenpeace Australia to draw attention to the lack of fish labelling laws in Australia.

Shot at Coogee Beach in Sydney, the viral film entitled ‘Meal of Fortune’ stars a games show presenter who invites unknowing passers-by enjoying fish and chips to take a spin at the wheel. The results highlight the lottery of buying fish without knowing what you’re eating, where it’s from, and how it’s caught.

Australians eat 370,000 tonnes of seafood a year and will purchase around $25 million worth of fish and seafood over Easter weekend alone.

The film has been designed to put pressure on the Australian Government to implement labelling laws – common practice in the US, UK and Europe – and pinpoint issues such as overfishing, slave labour, and mercury poisoning from imported fish. At the same time, the initiative aims to build the business of the Australian Sustainable fishing industry.

Fackrell directed the film through Revolver Films / Will O’Rourke.

Nathaniel Pelle, oceans campaigner at Greenpeace Australia Pacific, said, "The problem of Australia's appalling seafood labelling is a fundamental one that really has to be solved if we want to have abundant, sustainable seafood available to us in the future. But even though it's such an obvious reform, it's an issue that's not as simple to communicate as some other environmental campaigns."

"That's why it's been great to work with Andy at DDB and the generous guys at Revolver who've added a creative twist to the campaign that we hope will help us reach a broad audience," Pelle added.

On the initiative, Fackrell explained, “I feel that we in advertising need to be more vocal in environmental issues. Consumerism has been partly to blame for the world’s problems. It can also help get us out of the environmental crisis we are leading to. As an advertiser it's great to be able to contribute to explaining an important consumer message in simple terms. Cause advertising, for want of a better term, has to be on every agency curriculum.”

The next phase of the campaign will involve erecting ‘The Meal Of Fortune’ wheel in front of parliament in Canberra and inviting politicians from all parties to take a spin.

“Andy’s passion and support for Greenpeace has been infectious. It’s been brilliant to be able to support him and to support Greenpeace for such a notable cause” says Michael Ritchie, executive producer and managing director at Revolver Films.

DDB Asia Pacific’s flourishing relationship with Greenpeace, which began as a phone call out of the blue, has seen a number of initiatives come to a head. 

“I’m really excited about being involved with Greenpeace. It’s an amazing organisation, with far more depth and subtlety than generally perceived. My aim is to give them more ways to communicate their messages,” Fackrell added.

Last year, Fackrell, alongside DDB New Zealand’s Simone McMahon and Toby Morris, wrote a remake of the viral hit ‘Beached As’, which highlighted issues of plastic in the Pacific Ocean.


Advertiser: Greenpeace Australia

Creative Agency

Creative: Kat Mercer & Josephine Burns

Creative Agency: DDB Group Asia Pacific

Designer: Shane Wahl

Regional Creative Director: Andy Fackrell


Editor: Fiona Fuchs (Glassworks, Amsterdam)

Post Production / VFX

Post Production House: Method Studios, Sydney

Production Company

Director: Andy Fackrell

DOP: Jon Mark Oldmeadow

Executive Producer: Michael Ritchie

Head of Production: Josh Mullens

Managing Director: Michael Ritchie

Producer: Alex Kember

Production Company: Will O'Rourke 

Category: Charity , Corporate and social

Genre: Strategy/Insight , Stunts