Serious About Post handled the video production, editing and soundmix for Sea Harvest’s “Fish Friday – Everyone’s Favourite Day” – a campaign that turned a single product into a cultural moment. Facing a declining frozen fish category, the strategy positioned Fish Friday alongside global habits like Meat-Free Monday and Taco Tuesday, told through playful, character-driven storytelling built around a high-impact hero video and a strong social rollout.

The hero video: every day of the week comes to life as its own character – Meat-Free Monday, Taco Tuesday, Hump Day, Phuza Thursday, Sports Saturday and Sunday Funday – all gathered at a party, waiting for the guest of honour. When Fish Friday finally arrives, he’s welcomed like a hero. The script leans into sharp, pun-heavy humour and week-day in-jokes to give the spot its personality and its shareability.

We were responsible for bringing that story to life on screen – cutting the hero video and supporting social content that carried the campaign’s tone: fun, shareable, and unmistakably “Fish Friday.”