The MSC faced a unique problem promoting their eco-label in restaurant’s - where diners make decisions without the aid of packaging.

 But there’s one thing many diners are doing. Snapping pictures and consuming content on their phones. Could we connect consumers to MSC at the moment the morsel hits the mouth?

In collaboration with the chefs at Moshi Moshi the world’s first QR code sushi linked each piece to a mobile site that traced where the fish was caught and featured a short film about how the sushi was made.

Bringing the issue of sustainability to the attention of diners and grow awareness of the MSC eco-label far beyond the restaurant.