In conjunction with World Ocean Day 2024, MSC partnered with us for a KOL-driven campaign to inspire the public to make more responsible seafood choices—using engaging content that resonated with home cooks and food lovers.
KOL Partnership
Creative Production
Knowing how important it was to find the right KOL, we conducted an extensive search for someone who could truly embody MSC’s mission and lend authenticity to the campaign. That search led us to Aaron Wong—an avid diver, Masterchef season 1 finalist, and hawker stall owner. Through the campaign, he shared his passion for marine life and created four original MSC-certified recipes, showing just how easy (and delicious) it is to incorporate sustainable seafood into everyday cooking.
It takes teamwork, ingenuity, and a keen eye for detail to make a great production happen. For MSC, our team poured heart into every step—from interviewing Aaron to planning a shoot that stayed true to the organisation’s values. The result? A campaign that didn’t just look beautiful on social media; it made people stop, think, and consume more responsibly.
