Don't Panic, Director Harry Dwyer Provide Seafood For Thought In MSC PSA

To support World Oceans Day (6/8), ad agency Don’t Panic has created a new film for the Marine Stewardship Council (MSC)’s new worldwide campaign. Titled “Little Blue Label, Big Blue Future,” the 30 second commercial will run across various global TV channels including U.K.’s Channel 4 and Arte as well as on several social media platforms.
 
Oceans contain up to 80% of life on earth, with seafood providing an important source of protein and livelihood to more than 3 billion people across the world. Yet, a third of fisheries globally have been fished beyond sustainable limits, and a further 60% to their maximum capacity. Research commissioned by the MSC shows almost 1 in 3 (31%) people around the world are worried their favorite fish will be off the menu by 2040, and 6 in 10 seafood shoppers (58%) made changes to the way they choose and buy seafood in the last year in order to protect fish in our oceans. 

One simple action people can do to help conserve marine resources is by buying MSC-certified seafood. Just by looking out for the MSC’s little blue label, consumers can ensure the seafood they’re buying is sustainably sourced, and therefore contributing towards the preservation of oceans for generations to come. To really bring this point home, Don’t Panic’s Alice Dowdall and Jake Moss, the creative team behind the idea for the film, enlisted director Harry Dwyer from Forever to harness the power of stunning imagery of our planet’s amazing oceans juxtaposed with mouth-watering pictures of the food we love to create with their riches. 

Dowdall, a creative at Don’t Panic, said, “In this campaign, we really wanted to show that our universal love for seafood can coexist with healthy oceans. More and more of us are becoming increasingly aware of where food has come from, including myself. Since working on the campaign I’ve only shopped for MSC certified fish and we hope this will encourage others to do the same.”
 
Director Harry Dwyer of production house Forever added, “Making the film whilst working from home under lockdown was a challenging but rewarding experience. For me it culminated in learning how to roll sushi to make the wild salmon maki rolls that appear in the film.”
 
The MSC is an international non-profit organization which sets globally recognized, science-based standards for sustainable fishing and seafood traceability.