There’s no half-way version of wild.
The Context
Skull Island sells tiger prawns online, at a premium. They’re caught in the Gulf of Carpentaria and snap-frozen on the boat, so premium, Australian and wild-caught are all true. Every competitor says it too: the same three words, doing the same work for everyone who uses them. Cheaper prawns were being delivered to the same addresses, described in the same terms. Skull Island needed buyers asking for it by name.
The Work
Eat the Wild made wild something the brand did. It turned a premium seafood brand into a heavy metal band. On the ocean floor, lit hard and backed by amps, a giant prawn shreds an original metal track.
The film had to feel authentic to heavy music, not like seafood advertising borrowing from it. Metal fans hear a fake in the first bar. So the track is an original, written and played for this film and nothing else. We modelled and animated the prawn in 3D, built the sound design hard-edged, and pulled the lighting and camera work from live performance and album art.
The film ran on social, YouTube and digital out-of-home.
Traditional seafood marketing is about as plain as the butcher paper wrapping your mid-week fish and chips. Bonfire ripped the paper apart with an idea nobody in seafood would have thought to pitch, then made it properly. It’s given us our strongest opening to a pre-order season yet. They’re the team I’d trust with an idea that scares you a little.
The Results
Pre-orders opened well ahead of the year before, against the same premium price and cheaper delivered competitors.
- 2.25X pre-orders year on year, opening weekend
- 3M+ organic views across Instagram and Reddit
- 50k shares
Credits
Client: Austral Fisheries / Skull Island Prawns
Dylan Skinns — GM Marketing
Heng Lee — Logistics & Stock Control Manager
Ashley To — People and Culture
Agency: Bonfire
Rene LeMerle — GM, Creative Division
Luke Williams — Creative Director
Mike Dann — Senior Art Director
Bronagh Spence — Senior Copywriter
Sam Marshall — Senior Account Executive
Evan Dela-Grammaticas — Senior Strategist
Brayden Zuin — Senior Performance Media Specialist
Production: Outer Circle
Adam Keogh — Producer
Josh De Boer — Animation and Direction
Eoin Cannon — 3D Model
Nick Gallagher — Sound, Fable
Original Music
Matt Templemann — Music Producer
John Overthrow — Guitarist