Extinct Fish & Chips.

A recent DNA study from Macquarie University has found endangered shark species are being served as ‘flake’ in chippies throughout Australia. To bring this study to life we planted an unsuspecting fish & chip truck on Bondi Beach with an army of marine biologists and acclaimed chef, Ben Shewry, to lure Aussies into shark & ray conservation. The reveal that we were really offering sustainable suggestions from the Goodfish Guide.

Every element of the activation was crafted to lure beachgoers - and the media - in.
From the subtle shark logo to the carefully balanced writing of the menu. Even the food wrapping paper contained hidden messages and alternative sustainable suggestions to ‘flake’.

The activation attracted national news coverage on Channel 9 and Sky News.
Check out what we did below.