METRO
“The Daily Catch”

Many of METRO’s customers don’t know that the company buys a lot of its fish from local fishermen.
This ensures freshness because their small boats, unlike the big trawlers, return to the port every day instead of spending weeks on sea.

To make this point and prove the freshness of METRO’s fish, we brought an old packaging method back to life – the local newspaper.

This idea was a beautiful team effort from concept, over design, documentation and causing a commotion at the fish factory, up to celebrating the silver lion at Cannes.

Props to: Bernhard Labitzke, Andreas Kurhan, Benedict Becker, Annika Gude, Benjamin Krause, Zilla Beese, Dennis Fritz and Jens Schwengel.

Shout-out to David Fehlberg from METRO who casually organized the trawler for the shoot.