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.

We collected abandoned fishing nets from the North Sea and collaborated with Art students to turn them into fish of the future. We guided them in the design process and making of the fish. They created a selection of fish and seafood such as mackerel, herring and shrimps which are locally relevant to the Netherlands. Working with such rough material coming directly from the sea was a real challenge, but in the end more than a hundred fish were made, and the best ones were hand-picked by the art directors to be used as key visuals for the campaign.

We partnered with the best food photography studio in Amsterdam to create powerful and shocking visuals. The top-down shots were inspired by still-life and used harsh lighting to dramatize the fish.

During the activation, the stall was designed to resemble a traditional fishmonger stall where the fish are displayed on ice.