We’re all thinking about the ocean a lot. Lucky Generals’ first campaign for Princes tuna does too. But it presents the ocean in a way we’re no longer used to experiencing. The campaign’s ode to the ocean evokes all the greatness of the ocean, its immense powers and its majestic beauty…connecting all that to the Princes tuna that comes from it.
We’re not used to thinking about tuna like that either.
Fish for greatness reminds its audience that Princes tuna is power-packed, natural – and also convenient – food. The full campaign covers outdoor and social executions and a 30-second TV spot, directed by Biscuit Films’ director, Jeff Low.
The outdoor executions, which will also include DOOH, follow the same creative style as the TVC. Using big bold type. they proclaim Princes Tuna to be “as natural as the sea” or “from the deepest oceans” but then in smaller type, that it is also “sometimes eaten out of a tin” or popped “on top of a spud”.
Jeremy Gibson, marketing director at Princes Group, stated, “At Princes we always fish for greatness. We are on a mission to tell Tuna lovers how natural and sustainable Princes Tuna is. The new platform and campaign embody just that. Lucky Generals bringing Tim Key and Jeff Low on board brought a lightness, modernity and humour to the campaign that works perfectly.”
Danny Hunt, creative director at Lucky Generals, added, “Fish for greatness is a big idea that allows us to talk about all the amazing qualities of Princes Tuna, while not forgetting what it is. Fish in a can that tastes good in butties and stuff.”
Credits
Client: Princes Tuna
Client Team: Jeremy Gibson, Ellie Field
Creative Agency: Lucky Generals
Media Agency: Wavemaker
Production Company: Biscuit Filmworks UK
Director: Jeff Low
Producer: Kwok Yau
Managing Director: Rupert Reynolds-Maclean
Production Manager: Thom Green
Director of Photography: Matthew Emvin Taylor
Editing: Shift Post
Offline Editors: Adam Buckmaster & Saam Hodivala
Post Production: ETC
VFX Lead: Will Robinson
Colourist: Luke Morrison
Post Producesr: Joe Billington & Emma Hughes
Audio Production: GCRS
Sound Engineer: Munzie Thind
Audio Producer: Hils Macdonald
