End Overfishing. Save Our Seas.

Campaigning around the globe, Oceana is dedicated to protecting and restoring the world’s oceans. We worked with Oceana UK to design their latest print campaign, calling on the UK government to take action to protect our seas and fishing communities.

Half of the UK’s most prized fish are either overfished or in a critical state. Our design for Oceana UK’s campaign centred around a can bursting with this endangered stock — lifting the lid to reveal the ugly truth of overfishing in the UK.

Inspired by bright, colourful sardine tins, the design subverts the narrative with a trawler looming in the choppy sea, symbolising the destructive practices that are threatening our fish populations and the wildlife that rely on them.

Launched in December 2023, the nationwide print campaign in The Times saw over 365,000 copies printed in the UK.