The House Cat "Norman" is an Eco-Warrior for WWF

Norman, a house cat is the new Eco-Warrior for WWF (World Wildlife Foundation) Canada in this new web film created by the Toronto based agency John St.

Meet Norman. He's not your everyday house cat. Little by little he's helping to save our oceans.

There is an urgent need and opportunity for Canada to meet the increasing national and international demand for sustainable seafood products, while changing the way we fish. It’s time for a new sustainable vision on how to steward and protect our oceans, and the wildlife that inhabit them.
Learn more about him and his mission at

Ad Agency: John St. Toronto, Canada
Co-Creative Director & Partner: Stephen Jurisic & Angus Tucker
Art Director: Denver Eastman
Copywriter: Jacob Greer
Account Team: Melissa Tobenstein & Amelia MacGregor
Producer: Shawna McPeek
Production Partners: Aircastle Films, Will Beauchamp & Jamie Cussen
Sound Company: The Dark Studio, Grant Edmonds and Gabe Knox

Some Canadians might not know how
important it is to choose sustainable seafood. But WWF-Canada has found
someone who does: Norman the Eco-warrior cat.
Norman and WWF-Canada have teamed up to promote Loblaw Companies
Limited’s commitment to sustainably source 100% of seafood sold in its retail
locations by the end of 2013.
Why use a cat?
“The idea that even the fish in cat food will be sustainable is a great way to
communicate the scope of the commitment,” said Stephen Jurisic, Co-
Creative Director at john st. “And who cares more about fish than a cat?”
“Canadians want sustainable seafood options, and we’re proud that Loblaw, a longtime
WWF partner, is making it easily available across the country,” said Hadley
Archer, Vice-President of Strategic Partnerships, WWF-Canada. “We hope that
Norman will encourage Canadian consumers to choose sustainably-sourced seafood
at their local grocery store, thanks to Loblaw’s world-leading commitment.”
The campaign’s centerpiece is a short online documentary that chronicles Norman’s
commitment to living a more sustainable life – one that includes upcycling, energy
and water conservation and in-home garbage sorting programs.
The film will be promoted through social media channels and leveraging WWF’s
passionate fans and followers. You can watch it on WWF-Canada’s facebook page: “The internet is pretty big on cats, “ says
Jurisic, “if this gets half the love Ninja Kitty got, we’d be very very happy.”
john st. Team

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