The Brief

The Bluefin tuna ought to be on the endangered list. But it's not. Because Japan and China have paid bribes to keep it off that list. If Asians don't take Bluefin off the menu, it's likely to go extinct pretty soon.

Describe how the promotion developed from concept to implementation

We offered panda meat for sale online (www.panda-meat.com) and through sampling booths set up in supermarkets, street markets, and travel fairs.

Describe the success of the promotion with both client and consumer including some quantifiable results

'You sick bastards.' 'How could you kill pandas?' And 'I'm calling the police' were the most common initial reactions. But once we pointed out the double standards, it was 'Really? I didn't know.' And 'I'll never eat Bluefin again.' 171,467 people pledged to give up eating Bluefin. Needless to say, no pandas were harmed in the experiment.

Explain why the method of promotion was most relevant to the product or service

Our idea was to compare eating tuna to eating panda.