John West Perfectly Cut

John West in Australia is building on the reputation of top canned fish brand with “Perfectly Cut”, a print advertising campaign photographed by Andreas Smetana. Salmon slices in the river and lake, and Tuna Slices out at sea, are given sex appeal by oiled and well built male models in yellow overalls.

John West River Guy

John West Fishing Boat Guy

John West Lake Guy


The campaign was developed at Grey Melbourne, by executive creative director Ant Shannon, deputy creative director Brendon Guthrie, head of art Tim Holmes, producers Sandi Gracin, Natalie Loveridge, photographer Andreas Smetana, with retouching done at Electric Art.