The Fishing Net - Seaspiracy

Seaspiracy, a Netflix documentary, investigates how harmful the human impact on marine life is. However, the real issue lies within the excess amount of commercial fishing lines in our oceans.
So, how can we raise awareness and draw our audience to watch the documentary?
We’re uncovering the truth where our audience least expects it.
Introducing #TheFishingNet, a real-life fishing net drawn directly from our oceans and stretched out across popular locations for people to question, take photos and take action.
This out-of-home execution leads the audience to our digital campaign on Twitter to continue the conversation. Those nearby will also be “caught” in sponsored Instagram stories.
We created an entirely new Instagram profile, taking the most iconic influencer photos and destroying them with the real issue, the fishing nets that are polluting our oceans.
Additionally, we’ve created an AR filter to illustrate the fishing net wrapped around our audience.
Lastly, our out-of-home billboard uses an unexpected medium, tunnels, to send out our message, because if we don’t take care of oceans now, there would be no other way out.