The document provides guidelines for creating a photography mood board for the Marine Stewardship Council (MSC) marketing toolkit. It outlines that MSC wants to portray fishermen as implicit heroes through inspirational images of them working at sea and on the docks. The photos should show fishermen in three contexts - at work at sea, landing their catch at the docks, and eating their favorite fish dish. The images should have a modern, contemporary look and feel and depict diversity while avoiding overly posed photos. Fishermen should look like fishermen based on their attire and gear.
Fit for the future? How the MSC can stay the course.
Through the lens of UN Sustainable Development Goal 14 (SDG 14), the Seafood Futures Forum discussed how to balance the need to live within our oceans’ ecological limits, while ensuring seafood supplies are safeguarded for this and future generations.
The discussion was joined by Ally Dingwall from Sainbury's, Amanda Nickson, Pew, Annelie Selander, NOMAD foods, Tor Bjørklund Larsen, Norwegian Fisheries Association, Nicolas Guixhoux and Rupert Howes from the Marine Stewardship Council.
The forum also touched on topics of overfishing, IUU, transparency and continuous improvement.
The discussion was moderated by Stephen Hall from Avalerion Capital.
The power of partnership
As MSC celebrates its 20th anniversary and ASC marks 7 years, we will reflect on our journey and share our plans for the years ahead.
Safeguarding seafood supplies, livelihoods and habitats relies on partnership between retailers, brands, producers and NGOs. ASC and MSC are creating opportunities for partnership, leading to lasting positive impacts.
The forum will explore the challenges and opportunities arising from partnership, including the role of Aquaculture and Fisheries Improvement Projects, the influence of market actors and the power of joint-marketing in building and strengthening consumer awareness and demand.
We’ll consider what the future may hold for the industry given new partnerships, developments and trends.
New global research has found that the majority of seafood consumers are engaged in the topic of ocean sustainability and believe brands and supermarkets should have their claims around sustainability independently verified.
Our one hour webinar featuring Tesco explored the findings from the world's largest ever global analysis of attitudes to seafood consumption that was carried out by independent research and insights consultancy GlobeScan.
View the webinar recording: https://youtu.be/9uc63z1cHqs
Fit for the future? How the MSC can stay the course.
Through the lens of UN Sustainable Development Goal 14 (SDG 14), the Seafood Futures Forum discussed how to balance the need to live within our oceans’ ecological limits, while ensuring seafood supplies are safeguarded for this and future generations.
The discussion was joined by Ally Dingwall from Sainbury's, Amanda Nickson, Pew, Annelie Selander, NOMAD foods, Tor Bjørklund Larsen, Norwegian Fisheries Association, Nicolas Guixhoux and Rupert Howes from the Marine Stewardship Council.
The forum also touched on topics of overfishing, IUU, transparency and continuous improvement.
The discussion was moderated by Stephen Hall from Avalerion Capital.
The power of partnership
As MSC celebrates its 20th anniversary and ASC marks 7 years, we will reflect on our journey and share our plans for the years ahead.
Safeguarding seafood supplies, livelihoods and habitats relies on partnership between retailers, brands, producers and NGOs. ASC and MSC are creating opportunities for partnership, leading to lasting positive impacts.
The forum will explore the challenges and opportunities arising from partnership, including the role of Aquaculture and Fisheries Improvement Projects, the influence of market actors and the power of joint-marketing in building and strengthening consumer awareness and demand.
We’ll consider what the future may hold for the industry given new partnerships, developments and trends.
New global research has found that the majority of seafood consumers are engaged in the topic of ocean sustainability and believe brands and supermarkets should have their claims around sustainability independently verified.
Our one hour webinar featuring Tesco explored the findings from the world's largest ever global analysis of attitudes to seafood consumption that was carried out by independent research and insights consultancy GlobeScan.
View the webinar recording: https://youtu.be/9uc63z1cHqs
New global research has found that the majority of seafood consumers are engaged in the topic of ocean sustainability and believe brands and supermarkets should have their claims around sustainability independently verified.
Our one hour webinar featuring John West Australia explored the findings from the world's largest ever global analysis of attitudes to seafood consumption that was carried out by independent research and insights consultancy GlobeScan.
View the webinar recording: https://www.youtube.com/watch?v=kDMcu2JRbNM
On Wednesday 27 April 2016, the Marine Stewardship Council and Aquaculture Stewardship Council hosted a forum at Seafood Expo Global in Brussels to discuss the challenges and opportunities for building trust and engagement in sustainable and responsible seafood amongst consumers.
Speakers included IKEA Food’s Head of Health and Sustainability, Jacqui Macalister; Hilton Worldwide’s Senior Manager for Corporate Responsibility, Caroline Meledo, Carrefour Group's Sustainability Manager, Agathe Grossmith and Co-Founder of sustainable communications agency, Futerra, Ed Gillespie.
There were also market updates from the MSC and ASC, new data on consumer perceptions and a panel discussion on building consumer trust and engagement.
The MSC Peer Review College is an integral part of the MSC fishery assessment process. The college manages the process and the peer reviewers, who provide technical reviews of the fishery's performance scores, conditions raised and the certification decision of a fishery.
Find out more here: https://improvements.msc.org/database/peer-review-college
Presentation celebrating 15 years of MSC certified seafood and the ‘leaders for living oceans’ that are driving growth and success in the sustainable seafood market - by Nicolas Guichoux, Marine Stewardship Council Global commercial director.
The MSC Chain of Custody program ensures traceability of certified sustainable seafood in the supply chain. The program was reviewed in 2014 for greater accessibility and clarity.
The revised MSC Chain of Custody Standard and Certification Requirements were published on 20 February 2015. This document summarises the changes.
As a certification mark and trademark, strict rules govern the display of the MSC ecolabel, both on-product and off-product. It is in the interest of all users to follow this guide, so that the ecolabel retains its integrity and value.
The guide sets out the rules governing the use of the label and explains how different users – fisheries, supply chain organisations, retailers, restaurants, caterers, non-commercial organisations and the media – can ensure that public awareness of the thousands of products the ecolabel appears on around the world continues to grow.
New independent research into seafood buying behaviour around the world shows that consumers are increasingly looking for fish products from a sustainable source, and that ecolabels give credibility to these claims.
The research, conducted on behalf of the Marine Stewardship Council (MSC), is believed to be the world’s largest international survey of sustainable seafood consumption. It questioned more than 9,000 regular seafood buyers from 15 countries across Europe, Asia, Australasia and North America. It repeats similar research undertaken on behalf of the MSC in 2010 and 2012, adding to the growing evidence base used by the MSC to encourage industry, retailers and consumers to make sustainable seafood choices.
Updated certification requirements for the MSC fisheries standard were published 1 October 2014, following a two-year review in consultation with fishing industry experts, scientists and NGOs. This document summarises the changes from existing requirements.
Through the leadership of our partners, real and lasting change is being delivered. The health of fish stocks is improving, the environmental impacts of MSC certified fisheries are reducing and seafood businesses are gaining value from a market that increasingly demands certified, traceable seafood.
The MSC’s Agency briefing pack is designed to provide creative agencies, as well as in-house creative/design departments with important information on what makes the MSC program effective and unique to help implement and roll out successful consumer campaigns.
MSC Global Commercial Meeting at Seafood Expo Global | latest market update f...Marine Stewardship Council
The Marine Stewardship Council (MSC) launched its latest market figures on 7 May 2014 at the Seafood Expo Global in Brussels, Belgium, demonstrating the commitments MSC partners are making to the program.
Nicolas Guichoux, Global Commercial Director, revealed new data at the MSC's annual Global Commercial Network meeting that showed an annual rise in MSC certified products of 21% to September 2013 and a five-fold increase in four years.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
New global research has found that the majority of seafood consumers are engaged in the topic of ocean sustainability and believe brands and supermarkets should have their claims around sustainability independently verified.
Our one hour webinar featuring John West Australia explored the findings from the world's largest ever global analysis of attitudes to seafood consumption that was carried out by independent research and insights consultancy GlobeScan.
View the webinar recording: https://www.youtube.com/watch?v=kDMcu2JRbNM
On Wednesday 27 April 2016, the Marine Stewardship Council and Aquaculture Stewardship Council hosted a forum at Seafood Expo Global in Brussels to discuss the challenges and opportunities for building trust and engagement in sustainable and responsible seafood amongst consumers.
Speakers included IKEA Food’s Head of Health and Sustainability, Jacqui Macalister; Hilton Worldwide’s Senior Manager for Corporate Responsibility, Caroline Meledo, Carrefour Group's Sustainability Manager, Agathe Grossmith and Co-Founder of sustainable communications agency, Futerra, Ed Gillespie.
There were also market updates from the MSC and ASC, new data on consumer perceptions and a panel discussion on building consumer trust and engagement.
The MSC Peer Review College is an integral part of the MSC fishery assessment process. The college manages the process and the peer reviewers, who provide technical reviews of the fishery's performance scores, conditions raised and the certification decision of a fishery.
Find out more here: https://improvements.msc.org/database/peer-review-college
Presentation celebrating 15 years of MSC certified seafood and the ‘leaders for living oceans’ that are driving growth and success in the sustainable seafood market - by Nicolas Guichoux, Marine Stewardship Council Global commercial director.
The MSC Chain of Custody program ensures traceability of certified sustainable seafood in the supply chain. The program was reviewed in 2014 for greater accessibility and clarity.
The revised MSC Chain of Custody Standard and Certification Requirements were published on 20 February 2015. This document summarises the changes.
As a certification mark and trademark, strict rules govern the display of the MSC ecolabel, both on-product and off-product. It is in the interest of all users to follow this guide, so that the ecolabel retains its integrity and value.
The guide sets out the rules governing the use of the label and explains how different users – fisheries, supply chain organisations, retailers, restaurants, caterers, non-commercial organisations and the media – can ensure that public awareness of the thousands of products the ecolabel appears on around the world continues to grow.
New independent research into seafood buying behaviour around the world shows that consumers are increasingly looking for fish products from a sustainable source, and that ecolabels give credibility to these claims.
The research, conducted on behalf of the Marine Stewardship Council (MSC), is believed to be the world’s largest international survey of sustainable seafood consumption. It questioned more than 9,000 regular seafood buyers from 15 countries across Europe, Asia, Australasia and North America. It repeats similar research undertaken on behalf of the MSC in 2010 and 2012, adding to the growing evidence base used by the MSC to encourage industry, retailers and consumers to make sustainable seafood choices.
Updated certification requirements for the MSC fisheries standard were published 1 October 2014, following a two-year review in consultation with fishing industry experts, scientists and NGOs. This document summarises the changes from existing requirements.
Through the leadership of our partners, real and lasting change is being delivered. The health of fish stocks is improving, the environmental impacts of MSC certified fisheries are reducing and seafood businesses are gaining value from a market that increasingly demands certified, traceable seafood.
The MSC’s Agency briefing pack is designed to provide creative agencies, as well as in-house creative/design departments with important information on what makes the MSC program effective and unique to help implement and roll out successful consumer campaigns.
MSC Global Commercial Meeting at Seafood Expo Global | latest market update f...Marine Stewardship Council
The Marine Stewardship Council (MSC) launched its latest market figures on 7 May 2014 at the Seafood Expo Global in Brussels, Belgium, demonstrating the commitments MSC partners are making to the program.
Nicolas Guichoux, Global Commercial Director, revealed new data at the MSC's annual Global Commercial Network meeting that showed an annual rise in MSC certified products of 21% to September 2013 and a five-fold increase in four years.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
Connect Conference 2022: Passive House - Economic and Environmental Solution...TE Studio
Passive House: The Economic and Environmental Solution for Sustainable Real Estate. Lecture by Tim Eian of TE Studio Passive House Design in November 2022 in Minneapolis.
- The Built Environment
- Let's imagine the perfect building
- The Passive House standard
- Why Passive House targets
- Clean Energy Plans?!
- How does Passive House compare and fit in?
- The business case for Passive House real estate
- Tools to quantify the value of Passive House
- What can I do?
- Resources
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
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2. MSC / Photography mood board guidelines
2
The brief
Introduction
The Marine Stewardship Council (MSC) is looking to
create a new set of assets for its global marketing
toolkit.
While a previous set of assets used CGI, this new
set will look to capture a set of inspirational images of
fisherman at work at sea and at the quayside and
(possibly) eating and enjoying their favourite fish.
We want to see our set of fisherman as implicit
heroes and as great characters with stories to tell.
Objectives
1. People focus — Bring the story of fishermen
from MSC certified fisheries to life for a
consumer audience.
2. Product focus — Tell the story behind MSC
labelled seafood products.
Look, Feel & Mood
Please refer to the Photography section of the style
guide and the MSC values. We would like to
achieve a modern, contemporary, look and feel.
Avoid: Self congratulation, nostalgia, overly relaxed.
Implicit heroes
We are looking for creative vision that depicts
fishermen as heroic characters, without
overemphasizing that heroic nature (this should be
implicit, rather than explicit), characters who venture
out to sea to bring back the fish we love to eat.
Characters
We also want to show the fisherman as great
characters. The photography will be accompanied
by strong biographical captions that tell their stories,
e.g. — "I love being a fisherman. It's my live and my
passion."
Please consider representing diversity of race,
gender, age where appropriate/relevant.
Wide, Midshot
& closeup
We are keen to set these characters in three
contexts: the wide shot of seeing them at work at
sea. Midshots
of them landing their fish at the
quayside, closeups
of them eating their favourite
fish dish.
3. MSC / Photography mood board guidelines
3
The brief / We would like to see the fishermen set in three contexts
At sea
Shots of our fisherman friends will see them set in
the seascape that they work in.
In this wide shot, our portraits of fishermen (some
shots looking at camera, some looking characterfully
slightly off camera, some attending to their work)
Bringing the fish to shore
In these shots (again, looking at camera, slightly off
camera, attending to their work), we'll see the
fisherman set against a less expansive backdrop,
landing their fish.
Eating their favourite fish dish (optional)
We'd like to get some shots of these fisherman
eating their favourite fish dish. This will deliver a
sense of authenticity around fishermen and cooking.
Note: Picture below is not the best example of this.
4. MSC / Photography mood board guidelines
4
The brief / Other Requirements
Fish and surroundings
Some consumers in some territories have issues
with seeing close ups of dead fish, particularly single
dead fish. Shots of dead fish should be avoided in
closeup.
Fishermen handled dead fish meaningfully
are fine.
Clothing
Some fishermen wear very modern clothing and we
understand that. However, the Producer and
photographer should be aware that fisherman
should look like fisherman, while not asking them to
be what they are not.
It might be the case that some items of attire should
be changed if they look too out of context.
Large scale fishing activity
The MSC understands, and actively works with
larger scale fishing boats. The shots of fishing
activity, and the fishing boats that are selected,
should reflect this and not be shied away from.
Technical matters
We would like to share ideas with the chosen
photographer around the use of camera, lenses,
focus, movement that best meet this overall brief.
— Use strong colours and be eye catching
— Retain simplicity content
should be kept simple
and uncluttered and credible
— Make interesting use of focus and dynamic
movement
Please take a range of shots bearing in mind they
will be cropped to fit the sizes below.
Output
We require all images to be taken in hires and
delivered in both hires (i.e. big enough for 96 sheet
billboards, CMYK) and lowres (web quality, 96dpi,
RGB).
Delivery of thumbnails to select the images we want.
5. MSC / Photography mood board guidelines
5
Natural portraits + action
MSC want to capture the fishers at their most natural
and showing emotion.
Bringing the character / personality out of the photo.
We are looking encapsulate the following actions with
the help of quotes;
7. MSC / Photography mood board guidelines
7
But if it is posed make it more natural!
8. MSC / Photography mood board guidelines
8
The fisher - no stereotypes please
9. MSC / Photography mood board guidelines
9
The fisher - a varied mix would be better
10. MSC / Photography mood board guidelines
10
The fisher - families
If there is a father and son / daughter working the
boats, this would be a great opportunity to tell two
sides of the story from different generations.
11. MSC / Photography mood board guidelines
11
Vivid colours / high contrast
Getting some great saturated colours could be
achieved in camera or post.
As long as the photo has the potential to pull out the
colours, pre or post.
12. MSC / Photography mood board guidelines
12
Clarity - do not hide faces and no backs
13. MSC / Photography mood board guidelines
13
With fish and without
There is a need to include fishermen with species in
frame and with out.
Below are examples of taking a similar portrait with and
without the species.
With species Without species
14. MSC / Photography mood board guidelines
14
With fish and without / cropping
An alternate to taking a portrait without species to crop
the photograph and omit the species.
Showing species Cropping out species
15. MSC / Photography mood board guidelines
15
Framing and composition
In some cases we will need to go quite wide on a shot
with as much in frame as possible for digital banners.
This will allow us to pull out from a focus point in the
distance.
5.13 am –
31 miles off the North Sea.
George started
work 4 hours ago
“ For me, it’s
about making
sure the fish
you eat is
sustainably
caught ”
Going the extra mile,
for you.
Original photo Used within a banner
16. MSC / Photography mood board guidelines
16
Backgrounds
In other cases we may need to build new compositions
for online banners, there would be a requirement to cut
out the fishers and place on a difference background to
create a parallax illusion.
The background shots should ideally be taken every
time a portrait is taken, this will make it slightly easier to
match up the lighting of the fisher and the background
when compositing.
17. MSC / Photography mood board guidelines
17
This shows how we may need to repurpose different
backgrounds
““ MSC is not just a label.
It certifies the work that
we carry out.”
—Xxxx Xxxx, MSC Fisherman
Look for the
MSC ecolabel
Backgrounds / Uses
18. MSC / Photography mood board guidelines
18
Lighting environments
Where possible, vivid colours would be the preferred
choice for this campaign.
Requested by some regions, consumers would
associate more with with blue skies rather than dull
grey skies.
Dull, but could be good for higher contrast shots Vivid, for more saturated shots
19. MSC / Photography mood board guidelines
19
No smoking please
We cannot show any of the fishers smoking in these
images.
If we cannot avoid the fisherman with a cigarette then
these will need to be removed in photoshop or similar
software.
Original Cigarette removed
20. MSC / Photography mood board guidelines
20
No Earrings if possible
There has been a global consensus that stakeholders
would prefer not to see the Fishermen’s earrings.
If this is not possible, the earrings may need to be
removed in photoshop or similar software.
Original Earring removed Alternate shot