The Campaign

Instead of a scare tactic, we created the hashtag #DefendDory which would inspire those that love Dory to be her protectors instead of buyers. We logolized the line and set the logo free in the sea of the internet.

Creative Execution

The logo was inspired by the popular Pixar cartoon rendition of the blue tang fish. The cartoon was rendered into a capital D to easily be identified with the hashtag. It was purposefully kept fun to appeal to moviegoers.

Indication of how successful the outcome was in the market

Launched a few days before the premiere of the movie, Defend Dory found her way to press releases, feature articles, profile photos and statuses. People didn’t just share the logo but also expressed their passion to defend Dory. Part of a bigger campaign for sustainable fishing, the logo was featured in the culminating event held on June 24 at the Megatrade Hall. It contributed to the publishing of Best Alternatives’ article in the Pacific Community Journal, Issue 21 (June 2016). The campaign was featured on national news through sources like Philippine Inquirer, Business Mirror, Rappler, CNN and GMA’s Kapuso mo, Jessica Soho.

Targeting moviegoers who loved Finding Nemo and the children who would watch Finding Dory, the logo was launched a few days before the premiere of the movie during World Environment Month.