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The More than a Prawn content platform gives people a greater sense of connection between the food on their plate, its provenance and the values of the people who provide it.

Client

Australian Wild Prawns

Deliverables

  • UX and UI Design
  • Website Development
  • Mixed Reality
  • Digital & Social Campaigns
See it live
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Challenge

What did the client need?

Decreased trust in government regulation and absence of a compelling industry voice put Australia’s wild prawn fishers’ social licence to operate at risk. Australia’s Wild Prawn industry is recognised globally as sustainable. Sensational but factually flawed documentaries like Seaspiracy tar hardworking Aussie prawn fishers with egregious practices captured elsewhere in the world. Requiring a rapid response of transparen-sea.


Solution

What did we do next?

Limited budgets excluded any mass media, but a smart website and in store campaign could gather these stories for all to watch. 16 compelling stories were collected at australianwildprawns.com.au and delivered through social media, point of sale and an augmented reality experience.

We connected people concerned about overfishing to the people doing the fishing and helping them recognise they all loved and wanted to preserve the ocean.

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Results

Some of the highlights

75,871.3

unique page views

1:37

average time on page

1.1M

people reached through Facebook

282,530

engagements tracked


Awards

Awards & accolades

Good Design Awards 2022Best In Class Winner Web Design and Development
Webby Awards 2022Official Honoree
User playing Bad Dog the Game

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