TBWA\Vietnam recently developed this poster campaign for H2O Pro Lures and Tackle, a Hong Kong manufacturer of high-quality fishing lures for the global salt water and fresh water fishing market. The series overdramatizes the realism of the company’s lures by showing various animals that have mistaken them for live bait. Most tradeshow communications are extremely cluttered and messy; these are simple, visually interesting and eye-catching. The campaign will launch at international tradeshows starting with the European Fishing Tackle Trade Exhibition in Amsterdam and the International Convention of Allied Sportsfishing Trades show in Las Vegas.