Catch of the Day 2050

You might recognise the non-profit Sea Shepherd from their appearance in the hit Netflix documentary Seaspiracy. Known for their fearless fight to protect marine life, they partnered with us to highlight the growing crisis of overfishing.

If we don’t act now, our oceans could soon carry more marine debris like fishing nets than actual fish. Together with Sea Shepherd, we created Catch Of The Day 2050 — a campaign that looks like seafood at first glance, but reveals a disturbing truth. Every sea creature was sculpted from the rising tide of discarded fishing nets found in the North Sea.

To launch the campaign, we set up a classic Dutch herring cart in the heart of Amsterdam. But instead of fresh fish, passersby discovered seafood replicas made entirely from recovered nets. We teamed up with artists from Dutch universities to design the pieces and collaborated with food photographers to capture them in a way that felt eerily real.

Credits:
Photography: Chuck Studios
ECD: Tolga Büyükdoğanay
Creative Directors: Alison Hingle, Diego Lauton De Oliveira, Desiree Leiprecht
Art Director: Lorene Faivre
Copywriter: Leanne Dingwall

🏆 Awards: 

• ADCN – Gold (Society) + Bronze (Art Direction)

• Cannes Lions – Shortlists x3 in Industry Craft (Art Direction), Outdoor, Sustainable Development Goals

• OneShow – Merit

• ACT Responsible – Care Awards Winner + Great Ads for Good (2nd in the Environment category)

• Clio – Shortlist in OOH

 Publications: Lützer’s [Archive]; Muse by Clio; Fonk