Terribly Delicious

This campaign isn’t your usual eco PSA, it’s straight-up culinary activism served on a plate. When lionfish started wrecking Caribbean reefs by laying over two million eggs a year, Geometry Global/Ogilvy in Bogotá flipped the script: the best way to fight it was literally to eat it. They teamed up with Colombia’s top chefs to make lionfish a chef’s table must-have and pushed it beyond fine dining by placing it in supermarkets for the first time dandad.org+11oneclub.org+11clios.com+11. They didn’t stop there—during Lent and Holy Week, when 84% of Colombians eat fish, they roped in priests across the nation to practically sermonize, “Eat lionfish, not the others.” A power move so bold, even the President tweeted about it Behance+1.

The cultural insight was pure Cannes gold: combine environmental urgency with religious tradition and foodie culture, and you don’t just raise awareness, you change menus, meals, and mindsets. The payoff? A full supply chain—from fishermen to dinner tables—was built to serve lionfish, and people around Latin America turned it into a trending dish, saving millions of native species in the process warc.com+3Behance+3oneclub.org+3. Awards rolled in—Gold Clio, Silver Cannes Lion, D&AD Creativity for Good among many others, because this isn’t just messaging, it’s a movement plated as irresistible eco-food porn oneclub.org+4Behance+4dandad.org+4