THE PROBLEM

Every day, commercial trawlers in Sydney’s Hawkesbury River catch enough fish to fill up the Sydney Opera House. Keep Australia Fishing – the national organization representing Australia’s recreational fishing community – wanted to ban unsustainable commercial netting in NSW estuary systems.

THE SOLUTION

Clemenger BBDO created an elaborate underwater rig that resembled fish, so that the message would be picked up on fishing trawlers’ sonar on their way to the fishing grounds.

via The Underwater Billboard

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