
Ghost Town
CarrefourSA
TBWA\Istanbul
The Challenge
CarrefourSA has been operating in Turkey for over 30 years. Since its founding, the brand has focused not just on price, but on offering quality products through a sustainable supply chain—especially when it comes to seafood.
As one of CarrefourSA’s most important categories, seafood is widely available across its markets. But in Turkey, where marine pollution is increasing, sustainable fishing has become critical. CarrefourSA is committed to taking responsibility—from beneath the seas to dinner tables across the country.
Eighty percent of Turkey’s seafood comes from coastal villages now facing a major threat: abandoned fishing nets, or “ghost nets.” These nets remain underwater for decades, continuing to trap marine life and destroy habitats.
For the past 10 years, CarrefourSA has trained communities in responsible fishing. Now, it’s tackling this hidden danger—raising awareness and educating fishermen about the long-term harm caused by ghost nets.
The Solution
If fishing dies, fishing towns die too.
Coastal towns like Ocaklar rely on fishing to survive. But ghost nets in our seas are threatening both marine life and the livelihoods of fishermen. To raise awareness of this invisible threat, CarrefourSA transformed Ocaklar into a ghost town—overnight.
Ghost nets recovered from the sea were hung across streets and draped over homes. The abandoned appearance created a powerful visual warning of what the future could look like if fishing disappears.
At the same time, CarrefourSA launched an educational program in the region focused on ghost nets, along with online training sessions for small-scale fishermen. The goal: to promote sustainable fishing practices and help prevent real towns from becoming ghost towns.
Watch the Case Study
Watch the Demo Film
The Results
Hundreds of fishermen were trained through in-person educational sessions. The campaign became one of the most shared campaigns of the year, with iconic visuals raising national awareness about ghost nets for the first time.

