• by Fern Siegel , June 11, 2025

The gritty 60-second gritty opens with a simple message: "This isn't your typical save-the-fish sob story."  Specifically, focus is protecting the Hudson Canyon, the largest underwater canyon on the U.S. East Coast, 100 miles off the coast of New York City.

The Hudson Canyon is home to hundreds of species of wildlife, such as whales, cold-water coral, dolphins and sea turtles. This deep-sea ecosystem is also key to biodiversity, commercial fishing and the regional seafood economy.

Here’s the catch: Because the area is unprotected, it’s vulnerable to offshore oil, gas and mineral drilling.

That’s why WCS and its agency partner McKinney are taking over local seafood markets in New York and New Jersey — every fresh fish is wrapped in the custom-designed petition. Wildlife Conservation wants enough signatures to petition NOAA (the National Oceanic and Atmospheric Administration) for a National Marine Sanctuary designation for Hudson Canyon.

Or as the spot explains: “Save the scallops. Then sear 'em.”

“The campaign will continue to run throughout the summer, some of the highest traffic months for seafood markets. Using fish wrapping paper allows us to put the petition directly into the hands of fishmongers, seafood lovers and everyday New Yorkers, demonstrating how bold, provocative creative can turn policy petitions into tangible, human impact,” Omid Amidi, Co-Chief Creative Officer, McKinney told Agency Daily.

The creative runs across print, radio, OOH, TVC, OLV and social media. In the new spot, a fishmonger says: “You don’t wanna bite the body of water that feeds you.” The work directs viewers to wcs.org/hudsoncanyon to sign the petition.

“Hudson Canyon supports many of the fish we eat, and the jobs that rely on them. This campaign helps make the connection between our dinner plates and ocean protection clear — and urgent,” said John F. Calvelli, executive vice president of public affairs at WCS.