Small fish. Two words that get tossed around in reference to something insignificant. Less than. However, Wild Planet’s protein-packed sardines, anchovies and mackerel are actually packed with eco and health benefits. In other words, these small fish are anything but small fish.

 

So at a time of year when we go big with New Year’s Resolutions that consistently fail, we invited people to go small. Like, really small. 

 

Introducing Small Fish Resolutions. Resolutions that are so manageable in scale, so hard to fail that you won’t quit. To promote them, we custom-built tiny, sardine-sized billboards just 1/64 the size of regular ones and installed them guerrilla style around the Bay Area. 

 

All month on Wild Planet social, we shared more Small Fish Resolutions: like simply pressing pause on over-processed foods for the day. Anyone who DM’d Wild Planet proof they did the daily challenge, won sardines. 

 

But we weren’t done yet. We flipped the expected BTS content on its head with our own “tiny” BTS spot. It included tiny hammers, a tiny cement mixer, even a tiny lunch break.