Oz Fish flips the script on cliche fishing photos in new campaign

In a new campaign, Oz Fish spotlights a number of cliche ‘grip and grin’ photos of a person fishing and their catch, but with a twist: the person and their fish is blurred, and its the waterways that are in focus.

The campaign, via VMLY&R Melbourne and launching in the country’s most popular fishing magazine, Fishing World, aims to accelerate recreational fishing communities’ involvement in fish habitat restoration.

A special edition cover of Fishing World will feature one of the campaign images, breaking a 50-year tradition by blurring the subject of the photo and the fish itself. The Fishing World feature will be supported with press, social, and outdoor, with major partner BCF also rolling out the campaign in store over coming months.

“It’s time to disrupt traditional thinking and turn attention to improving waterways instead of just the fish that we can catch from them,” CEO and founder of Oz Fish, Craig Copeland, said.

The Fishing World cover

The campaign encourages fishers to become Oz Fish members – the organisation sees fishers come together to restore and protect fishing habitats across the country – and help in its mission.

“Fishing is one of Australia’s most popular recreational pastimes. But over the past few decades, fish stocks have dwindled due to human and environmental impact on their habitats,” VMLY&R Melbourne ECD Jake Barrow said.

“As someone who’s just spent a week fishing on the Aire River, getting a photo with your catch is almost as important as landing the fish itself. It’s why Australia’s fishing bible, Fishing World, has used these types of photos on their covers for more than 50 years.

“We love that we get to flip this truth and at the same time, breathe new life into one of the oldest advertising mediums.”


Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Associate Creative Director: Kieran Moroney
Associate Creative Director: Shane Geffen
Senior Designer: Simon Gray
Account Manager: Natasha Wolvers
Senior Integrated Producer: Aaron Rocca
Photographer: Cory White
Photography Assistant: Ryan Stamatiades


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