Short, 15-second videos to capture the attention of Gen Z and millennial audiences by using engaging, surreal visuals that challenge their traditional protein choices. These videos will be distributed across popular social media platforms leveraging interactive elements and campaign-specific hashtags to maximize reach and engagement.

1. Concept:

Title: "Change Habits, Choose Seafood"

Duration: 15 seconds

Narrative: Quick, impactful scenes highlighting the absurdity of traditional protein choices and promoting seafood as a healthier, more sustainable alternative.

2. Storyline Examples:

• Video 1: "Urban Cow"

  Opening Shot: A man in a suit walking a cow on a leash through a busy city street.

  Middle Shot: Close-up of puzzled onlookers and the cow.

  Closing Shot: Quick transition to a delicious seafood dish being prepared, with the text overlay "Change Habits, Choose Seafood."

• Video 2: "Dinner Chicken"

  Opening Shot: A chicken sitting at a family dinner table, being served food.

  Middle Shot: Family members looking confused and unsure.

  Closing Shot: Transition to a vibrant seafood platter, with the text overlay "Change Habits, Choose Seafood."

• Video 3: "Street Pig"

  Opening Shot: A pig casually walking through a crowded urban avenue.

  Middle Shot: People stopping and taking pictures, looking surprised.

  Closing Shot: Cut to a healthy seafood meal being enjoyed, with the text overlay "Change Habits, Choose Seafood."

3. Visual and Audio Elements:

Visuals: High-quality, engaging visuals with a mix of real-life footage and CGI for surreal effects. Bright, appetizing shots of seafood dishes to contrast with the exaggerated protein visuals.

Audio: Upbeat, catchy music to maintain viewer interest. Minimal or no voice-over to keep the message clear and direct.

Text Overlays: Key message "Change Habits, Choose Seafood" to reinforce the campaign slogan.

4. Distribution Channels:

Instagram Reels and Stories: Vertical video format for better engagement on mobile devices.

TikTok: Short, engaging clips that fit the platform's style.

Facebook and Twitter: Quick, autoplay feed videos to capture attention.

YouTube Shorts: Use the Shorts feature to reach audiences looking for quick content.

Instagram, Facebook, TikTok, and YouTube will be utilised to engage Gen Z and millennial audiences. Through a combination of short videos, engaging posts, interactive features, and influencer collaborations, the campaign will disrupt routine protein choices and promote seafood as a healthier, more sustainable alternative. User-generated content, contests, and educational material will be used to build a community of engaged followers who are inspired to change their food habits and embrace seafood.

1. Platforms: Facebook, Instagram, TikTok, YouTube

2. Tactics:

Instagram:

Reels and Stories:

• 15-second videos featuring the exaggerated visuals (e.g., cows being walked in urban settings) with the campaign tagline “Change Habits, Choose Seafood.”

• Swipe-up links to recipes, health benefits of seafood, and the campaign website.

Posts:

• High-quality images and short videos to create engaging content.

• Educational infographics about the health benefits and sustainability of seafood.

• User-generated content featuring followers' seafood recipes and experiences with the campaign hashtags such as #ChangeHabitsChooseSeafood.

Interactive Features:

• Polls, quizzes, and Q&A sessions in Stories to engage followers and gather insights about their food habits.

Facebook:

Feed Posts:

• Campaign videos, images, and infographics with engaging captions.

• Carousel ads to highlight different aspects of the campaign, such as health benefits, sustainability, and easy seafood recipes.

Facebook Live:

• Live cooking demonstrations, Q&A sessions with nutritionists, and interactive events to engage followers in real-time.

Ads:

• Tnargeted ads to reach specific demographics interested in health, wellness, and sustainability.

TikTok:

Short Videos:

• 15-second TikTok videos using the exaggerated visuals and humorous scenarios to capture attention quickly.

• Quick seafood recipes, fun facts about seafood, and challenges that encourage users to participate.

Challenges:

• Hashtag challenge (e.g., #SeafoodSwitch) encouraging users to share their seafood recipes or stories about changing their food habits.

Influencer Collaborations:

• TikTok influencers create content that promotes the campaign message and encourages followers to participate in challenges.

YouTube:

YouTube Shorts:

• Short, engaging videos that capture the essence of the campaign with exaggerated visuals and a quick message.

Ads:

• Pre-roll ads before relevant content, featuring the campaign’s key messages and visuals to drive viewers to the campaign website or social media pages.

OOH will utilize high-traffic urban areas, grocery stores, and public transportation hubs to maximize visibility through eye-catching billboards, digital screens and transit advertising.

1. Locations:

High-Traffic Urban Areas: Ensure maximum visibility in busy city centers.

Near Grocery Stores: Influence shoppers’ purchasing decisions.

Public Transportation Hubs: Engage daily commuters at bus stops, subway stations, and train stations.

2. Tactics:

Billboards:

• Visuals: Large, bold visuals of cows, pigs, and chickens in unexpected urban settings (e.g., a cow being walked on a leash like a dog in a city).

• Messaging: Include the campaign tagline “Change Habits, Choose Seafood” prominently.

• Call to Action: Incorporate QR codes that direct viewers to the campaign website or social media pages for more information.

Digital Screens:

• Locations: High-traffic areas such as city centers, malls, and transit stations.

• Content: Dynamic ads featuring animated versions of the exaggerated protein visuals and transitions to appetizing seafood dishes.

• Frequency: High rotation to maximize exposure.
  

Transit Advertising:

• Buses and Trains: Public transit vehicles wrapped with campaign visuals to reach a wide audience.

• Inside Transit Vehicles: Ads inside buses, subways, and trains, including overhead panels and seat backs, to engage passengers during their commute.

AR will be leveraged to create immersive and interactive experiences. These tactics are designed to engage the target audience in a memorable way through engaging visuals, interactive content, and hands-on experiences. The campaign aims to provoke thought, inspire change, and drive a shift towards seafood consumption.

AR Experiences:

Locations: Shopping malls, public parks and high-traffic urban areas.

Tactics:

• AR Filters for Social Media: Develop Instagram and Snapchat filters that allow users to see surreal visuals of cows, pigs, and chickens in their current environment. Encourage sharing with campaign hashtags (#ChangeHabitsChooseSeafood).

• Interactive AR Installations: Set up AR experiences at key locations where passersby can use their smartphones to see exaggerated protein visuals overlaid on their surroundings. These installations can provide a fun, immersive way to engage with the campaign message.

• Educational AR Content: Include interactive elements within the AR experience that provide facts about the health benefits and sustainability of seafood.