Followfish wants to save the oceans. A strange statement from a brand that sells fish. But founder Jürg Knoll was fed up with the food industry. He knew there was a better way without having to do without fish. That is why Followfish has been committed to organic fishing for over 10 years. The fish comes from organic aquacultures, or is caught individually, sustainably in the wild. Moreover, with a tracking code on each package, every customer can follow the origin of each individual fish. Fish does not grow back more than naturally. This statement is of utmost importance at Followfish. Sustainable fishing not only enables the regeneration of the fish stock, but also prevents bycatch - a whole 40 tonnes of which end up in the nets every year. In order to draw attention to the issue of bycatch caused by industrial and illegal fishing, a campaign was conceived with Followfish's new testimonial - three-time windsurfing world champion Philip Köster. The film with its surprising twist was seen over 500,000 times in the first two months. This work was created during my time as Senior Art Director at Leagas Delaney.