FOCUS ON OUR WATERWAYS

OzFish Unlimited needed to accelerate the recreational fishing communities’ involvement in fish habitat restoration.

So for this campaign we flipped the cliched ‘grip and grin’ photo of an angler and their catch by using imagery that has the waterways in focus instead of the fish. It launched with Australia’s most popular fishing magazine, Fishing World, with a special edition cover that broke the hold of a 50-year-old tradition.