A hard rock, guitar-wielding prawn, absolutely shredding. That’s has to be a viral in the making. Skull Island Prawns (part of Austral Fisheries) and indie agency, Bonfire, have launched Eat the Wild, all in the name of wild.

The animated spot features the most metal prawn in the northern coast’s Gulf of Carpentaria tearing through a circle-pit-worthy set, complete with an eye-watering solo. The campaign is a nod to Skull Island’s sustainable, wild-caught prawns.

Created entirely in Western Australia, the film brings together local animation, production and music talent, including music producer, Matt Templemann, who has produced for Birds of Tokyo, Voyager, Sly Withers and Make Them Suffer.

The campaign gives the brand a more distinctive voice in a category that too often defaults to pristine plates, lemon wedges and polite appetite appeal. Consumers love locally sourced prawns, but when everyone in the market is spouting off about it, Skull Island Prawns needed to find a way to stand out.

Dylan Skinns, GM of marketing at Austral Fisheries, stated, “Traditional seafood marketing is about as plain as the butcher paper wrapping your mid-week fish and chips. Austral’s Skull Island, with the creative talent of Bonfire, is ripping the paper apart to produce one of Australia’s most rock and roll brand campaigns of the modern era.”

Luke Williams, creative director at Bonfire, added, “The best advertising usually comes from listening to what the product is already telling you. In this case, it was telling us to shred.”

The campaign is rolling out Australia-wide via the Bonfire media team across social, YouTube and digital out-of-home.

Watch the making of video:

Credits
Client: Austral Fisheries
GM Marketing: Dylan Skinns
Logistics & Stock Control Manager: Heng Lee
People and Culture: Ashley To

Agency: Bonfire
GM – Creative Division: Rene LeMerle
Creative Director: Luke Williams
Senior Art Director: Mike Dann
Senior Copywriter: Bronagh Spence
Senior Account Executive: Sam Marshall
Senior Strategist: Evan Dela Grammaticas
Senior Performance Media Specialist: Brayden Zuin
Production: Outer Circle
Producer: Adam Keogh
Animation and Direction: Josh De Boer
3D Model: Eoin Cannon
Sound: Nick Gallagher @ Fable

Original Music
Producer: Matt Templemann
Guitarist: John Overthrow