Pescanova, the leading seafood brand in Spain, is celebrating Halloween with the launch of a terrifying yet hilarious short film, starring a box of frozen fish. The brand created the content based on an insight culled from younger consumers that, ‘people are afraid of fish’ – or at least buying, preparing, or serving it.
To launch the project, Pescanova peaked the curiosity of its followers by announcing earlier in the week that a mysterious VHS tape, with no return address, had been delivered to their offices from Russia. The next day, on IGTV they shared footage from the tape, encouraging people to tune in on Halloween to see the full content. There are also 30” cuts of the scary footage which can be seen here.
“With this film we wanted to have a laugh and highlight the absurdity of the fear of cooking fish. It’s an insight we see, especially among young people, when their dining options are very broad,” says Juan Viñas, marketing director of Pescanova.
With a creepy, low quality esthetic, the film, directed by Dionisio Naranjo, tells the story of a Russian couple that face a menacing terror: fish. The ‘found film’ style, the mix of humor and terror and the social media tease were designed to connect with younger consumers.
The campaign was created by LOLA MullenLowe Madrid, the agency of record for Pescanova since 2017. The film premiered on October 30th at the Small Film Studio on Magallanes Avenue in Madrid.
Agency: LOLA MullenLowe Madrid
Campaign: Fear of Fish
Client contact: Juan Viñas
CEO: Amaya Coronado
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Tomás Ostiglia
Copywriter: Manuel Castillo, Enrique Torguet, Jaime Ludena
Art Director: Enrique Torguet, Manuel Castillo
Brand Creative Lead: María García Campos
Account Director: Carlos Solchaga
Account Supervisor: Óscar Fernández-Baca
Head of Production: Felipe Calviño
Production House: Harry
Executive Producer/CEO: Tay Sánchez
Producer: Marta Pérez de Tudela
Director: Dionisio Naranjo
Head of Production: Rodrigo Alonso de Celada
Editor: Miguel Ayala
Post Production Director: Néstor Costafreda
Post Production: HARRY/ Luis Morais
PR Agency: Omnicom PR Group
Digital Agency: Making Science
This article was originally published on LBBO