Web based story-telling
The seafood industry is a vital sector for Norway, making a significant contribution to the nation’s economy and workforce. At the same time, the industry faces considerable criticism, both nationally and internationally. Sjømat Norge aimed to address this by showcasing past actions and ongoing efforts to improve the industry.Together with the advertising agency Smeh, we created a campaign that ran across all relevant channels and directed audiences to an information hub where they could learn more about the aquaculture industry and its efforts.
The campaign was built on transparency. By not hiding from the truth, but showing that Sjømat Norge acknowledges its shortcomings and takes responsibility for the industry’s flaws, while also highlighting the ongoing work towards a more sustainable, transparent, and forward-looking aquaculture sector.
Through honesty and openness, we aimed to help Sjømat Norge build trust and lay the foundation for a dialogue that could ultimately transform the entire industry.To create an inspiring platform for content about the Norwegian seafood industry, we designed a magazine-inspired layout with generous use of whitespace. Visitors are met with stories, insights, and facts that showcase how the industry operates today and the efforts being made to drive development and improvement.
