The Dutch love their Herring, a local delicacy that is usually eaten at a fish stall on the street or at a market. Herring carts are indispensable in Dutch markets. They do not only sell Herring, but also other fish such as lobster, shrimps, and mackerel. Various fish are displayed on ice next to each other. Herring, the most traditional fish, is always served with some onion, pickles, and a little Dutch flag.

If we don’t stop overfishing, our oceans will soon carry more marine debris like fishing nets than actual fish. To promote immediate action to save the oceans, we created “Catch Of The Day 2050” — a campaign displaying what looks like seafood but is actually made up of fishing nets found in the North Sea. To kick off the campaign, we set up a classic Dutch herring cart in the center of Amsterdam, at a time when fresh fish would usually arrive. However, instead of fish, shoppers would find seafood made entirely out of fishing nets. We collaborated with artists from Dutch universities to create the fake fish, which form a tangible and alarming visual metaphor for the future. Via QR codes on the price tags of the fish, people could get more information about the project and the threat that overfishing poses to our oceans.