The Lion Fish case is where innovation met creativity challenging the agency, the client and the society as whole.

Years ago, lionfish were accidentally released into the waters of the Carribean. Since then, they’ve reproduced rapidly, decimating native species and damaging coral reefs.

Thankfully, we discovered that it also happens to be rather tasty.

The plan was as simple as it was ambitious: create a supply and demand chain.

We started by taking the lionfish to the top restaurants in Colombia so it could be perceived as a delicious and desirable dish and later we took it to the Colombian supermarkets to maximize sales.

In 2014 in Colombia alone, over 4.5 tonnes of lionfish were consumed, boosting the economy and saving thousands of other species in the process.

The systematic mapping of the entire journey through the PDJ is central to our way of working... more than just the framework for gathering and organising insights, it helps us to conceive and execute the strategies that place our Pivotal Ideas at precisely the right moment on the journey."

Jonathan Dodd, CSO, London

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