Grand LIA   |   Winners   |   Finalists

Public Service/Social Welfare

Silver Winner

Entrant: Geometry Global, Bogotá

Ministerio de Ambiente y Desarrollo Sostenible
"Terribly Delicious"

Corporate Name of Client: Elizabeth T. Jay
Head of Client Services: Xavier Serrano
PR / Marketing: Colectivo
Advertising Agency: Geometry Global, Bogotá/Ogilvy & Mather, Bogotá
Chief Creative Officers: Juan Jose Posada/John Forero
Creative Directors: Ivan Mejia/Sergio Ramirez
Copywriters: Carlos Arredondo/Sebatian Acevedo
Art Directors: Alex del Rio/Juan Botero/Carlos Bedoya
Executive Agency Producer: Patricia Mendez
Social Media Strategist: Carlos Gutierrez
Programmer: Ramiro Garcia
Production Companies: Whiskey Films, Bogotá/Los Bones, Bogotá
Directors: Agustin Calderon/Ricardo Vega
Senior Executive Producer: Andres Colantoni
Executive Producer: Natalia Rudd
Digital Production Company: Geometry Global, Bogotá
Social Community Manager: Carlos Gutierrez
Post-Production Company: David Studio, Bogotá
VFX Supervisor: Fabian Torres
Music Production Company: Machina, Bogotá
Music Producer: Carlos Lucena

Description of the Project:
The Lionfish is an invasive species that threatens the Caribbean; it has no natural predator and it feeds off of native fish. It´s a risk for the environment and the economy for more than 30 countries. Luckily its meat is delicious. We needed to find solutions to end this menace.
The only way to fight this menace was to eat it, so we started working alongside Colombia’s most important chefs, who helped turn the Lionfish into a trendy dish catered to the mainstream.
84% of Colombia’s population is Catholic and half of them eat fish during Lent and Easter Week. We sought help from the most influential institution in history: The Catholic Church. Priests invited Catholics to not just eat fish during Lent and Easter Week, but to eat Lionfish, a cultural impact that traditional media would’ve never accomplished.
Colombia’s President joined the campaign, inviting fellow Colombians to eat Lionfish during Easter Week.
We created a supply chain from scratch: Fishermen, fisheries, restaurants and hotels all working together to stop this menace.
For every Lionfish we eat, we save:
34.164 fish
6.132 crustaceans
3.500 other species