"Tuna Swarm in the Heart of Gangnam" Cheil Worldwide and WWF Launch 'Tuneado' Campaign

Giant Tuna School Video to be Displayed for Two Weeks on Samsung-dong COEX Exterior Billboard
Marine Stewardship Council (MSC) Certification Expected to Raise Social Awareness of 'Good Seafood'

[Asia Economy Reporter Yuri Kim] Cheil Worldwide and the World Wide Fund for Nature (WWF) have joined hands to create a sustainable ocean.

On the 3rd, Cheil Worldwide announced that it will run the 'Tunado (Tuna+Tornado)' campaign with WWF to promote sustainable tuna consumption in celebration of 'World Tuna Day (May 2nd)'.

This campaign utilizes the K-pop Square billboard installed on the exterior wall of COEX in Samsung-dong, Seoul, featuring a realistic video of a giant school of tuna. Covering an area of 1,620㎡ (approximately 81m wide and 20m high), which is four times the size of a basketball court, dozens of tuna create a large vortex as they swim, capturing the attention of passersby. The campaign video will be displayed on the K-pop Square billboard for two weeks until the 15th.

The Tunado campaign was planned to increase consumer interest in MSC-certified tuna, which is caught and distributed through sustainable methods.

A Cheil Worldwide official explained, "Since people commonly encounter tuna in various dishes, most are unaware that tuna is a marine resource that needs protection. Therefore, we aimed to capture attention with dynamic footage of giant tuna and spark curiosity about the relatively unfamiliar MSC certification mark among the general public."

MSC certification is awarded by the Marine Stewardship Council after evaluating the entire fishing process, including marine ecosystem protection and compliance with international regulations, to products that follow sustainable fishing and production-distribution methods?so-called 'good seafood.' Currently, only about 15% of all seafood distributed in the global market carries MSC certification. MSC-certified tuna is even rarer.

Cheil Worldwide expects this campaign to help promote MSC-certified products as the domestic seafood and distribution industries recently expand product lines made with MSC-certified tuna to protect marine ecosystems.

Yoonhee Hong, Secretary General of WWF, said, "Small habits of consumers can greatly contribute to protecting the ocean. Through this Tunado campaign, we hope consumer awareness of MSC-certified tuna will spread so that future generations can enjoy tuna as a food source just as we do today."

Meanwhile, Cheil Worldwide and WWF previously collaborated in 2019 on the 'Cheerup' campaign, which produced and distributed wristbands that measure fish size to address the issue of juvenile fish overfishing, and have once again joined forces to protect marine resources.

This content was produced with the assistance of AI translation services.