“Eighty percent of the world’s fish stocks are endangered due to widespread unsustainable fishing practices. Because they happen underwater, most people have no idea how harmful these practices can be. WWF Canada wanted to show Canadians the impact of unsustainable fishing in a relatable way and promote choosing Marine Stewardship Council–certified seafood as an important part of the solution. We needed a concept that was informative, educational and shareable. We created this animated spot in which animals and vegetables are lassoed by longlines, scooped up in gillnets and swallowed whole by bottom trawlers. Asking the question ‘What if we farmed the way we fished?’ framed these fishing practices in a way every Canadian can understand.”