Debuted on Facebook with:
• 9 social videos
• 2 Tasty branded videos
• Tons of product-focused ads

Long Form Social Video

Long Form Social Video

Long Form Social Video

Long Form Social Video

Long Form Social Video

Short Social Video (7 sec)

Short Social Video (7 sec)

Short Social Video (7 sec)

2 “Tasty” Gorton’s branded social videos

On the News!

On the News!

Shopper Marketing targeted towards “Lent” period.

Example of new POP display designs, new tone, new cleaner look, new photography.

Example of new POP display designs, new tone, new cleaner look, new photography.

Shopper Marketing – Consistent with the new Gorton’s image everywhere else.

Description

We won the Gorton’s Seafood account and helped revive the fisherman as the brand’s icon. Our campaign and social content ideas were so well liked by the client that they parted ties with their long-standing AOR and CP became their agency across all channels.

We were tasked with bringing Gorton’s Seafood into the new millennium. The strategy and creative idea was to relaunch Gorton’s iconic fisherman, introduced in 1975. Have him own “Trust” again.

We filmed 9 social videos for this campaign and many gifs.
The fisherman is a fish out of the water in all situations. Each video had more than 1M views. And the media covered the story.

Along with the social campaign, a redesigned website and new POP displays were designed to highlight Trust and the delicious food (through new photography).

Video Director: Mark Bernstein from SNL

Role

Associate Creative Director / Conceptualization of Rebrand / New Design Look / Supervisor of Brand Guidelines

For

Gorton’s Seafood

Date

November 2016

Type

Social Campaign • Video Production • Pop Display Redesign • Brand Guidelines

Creative Team:

Jonathan Plazonja, Michelle Ellis, Rodolfo Gonzalez