Insert hook!

create a campaign and make a splash.

Role / Strategist & designer
Client / KEA / Danmarks Sportsfiskerforbund
Industry / Organizations and associations
Deliveries / Concept & campaign

Client

"Sportsfiskeren" is a nationwide interest organization for hobby and sport fishermen in Denmark. They work with political advocacy, voluntary water care work and various other activities to make angling an exciting and meaningful leisure interest.

Summary

Brief & problem

They want to get their communication “dusted off” and for more anglers to know "Sportsfiskeren" and see the association as relevant, as well as to achieve an increase in membership. Their members are primarily 50+ and they find it difficult to communicate to a younger generation of anglers.

insight

"Without a haven we feel trapped"

Angling is a large part of the target group's identity and an important break from everyday life. As the fish population decreases in several places in Denmark, their hobby and their free space also decrease.

solution

"A future without fish"

To highlight the important work of the "Sportsfiskeren" for better marine environments, I created a campaign that shows what a dystopian and excessive future could look like without an organization that fights for the preservation of fish stocks.

The campaign consists of a series of midjourney generated images in which anglers resort to extreme means to satisfy their urge to fish, as there are no longer any real fish to catch.

The pictures have the tagline "In a future without fish... we are the ones trapped".

In addition, there is a bottom text that reads: Join the "Sportsfiskeren" and preserve a rich marine environment.

Campaign

Swimmingpool
Backyard
Puddle
Indoor
Fountain

Sub-Campaign

WANTED - FIND THE COD

In order to turn the spotlight on the declining cod population in Denmark and the work "Sportsfiskeren" does to improve this, I have created wanted posters for the cod and hung them around Copenhagen.

Another element to the posters is a competition in which anglers must find and scan the posters in order to catch the cod and try to win a year's membership or alternative prizes.