The Cape Town Fish Market is a restaurant chain that's on a big drive to educate people about how fresh its fish is. Especially when compared to its competitors, whose fish is usually frozen.
This tongue-firmly-in-cheek campaign was created to help people tell the difference between fresh and “fresh”. The client wasn't shy of getting into trouble to be noticed, so we created a TV campaign that attacked our competition straight on.
As expected, we received a ton of complaints.
But we had expected them and had already had some commercials to say "sorry".