Music video for Hooked Foods
Campaign concept for Toonish Skagen, Mayo and Curry
The assignment
Copy
Film
Concept
Production
No Catch!
he second part of the Toonish story – Hooked Foods’ plant-based tuna – was the launch of three new, even tastier spreads: Toonish Skagen, Toonish Curry, and Toonish Mayo. We decided to do it with a music video.
In the launch of Toonish Tomato, Toonish Chilli, and Toonish Garlic, we paid close attention to Hooked’s purpose – to work against bycatch, overfishing, and marine pollutants in order to save marine ecosystems.
When we came to launch the follow-up products, the creamier spreads Skagen, Curry, and Mayo, we chose to maintain the foundation but alter the expressions and what we emphasised.
Following strategy and target audience work, we concluded that this time we should place even more emphasis on the flavour and eating experience. The situation for fish and the oceans is fundamental to Hooked’s business concept, but the revolution won’t happen if we don’t convince people that the taste and texture are spot on. Taste is king!
This time, we wanted to clearly demonstrate that eating plant-based is fun, inspiring, trendy, and delicious. But without losing the fundamental purpose behind Hooked’s existence.
Visually, we staged the whole thing on a dining table, where a trio of charming characters got to eat the Toonish concoctions in the form of various inspiring dishes, while the meeting between the flavours and the sea creatures took place amongst the plates and glasses.
To bring this to life, we enlisted the help of another favourite partner, the production company Framebrains, who, using greenscreen technology, created the illusion of tiny figures dancing amongst wraps, baked potatoes, and other delicious treats.
The video has spread on YouTube and social media, and has also been used in cut-down form as advertising on streaming services. At the time of writing, “No Catch” has just over 310,000 views on YouTube.
Following this, Hooked Foods also made their debut on Spotify under the artist name Bob The Fish.
The film has also resulted in a number of GIFs, and its visual style has formed the basis for advertisements both digitally and in print.