Ocean Wise is a Vancouver Aquarium conservation program created to educate and empower consumers about the issues surrounding sustainable seafood.

To raise awareness for Ocean Wise, we created a poster campaign centred around a very startling fact: 90% of the ocean's big fish are gone. People read big stats everyday, but it's often hard to relate or know how to help. Add to the fact that we are talking about the ocean, a world very separated from our day-to-day lives, and it's not filled with cute, cuddly creatures.

We brought this stat to life with everyday objects, demonstrating that when 90% of something is missing, it simply no longer works.

Copy: This is what 90% gone looks like.
Only 10% of the ocean's big fish remain, but there's still time to take action. Choose sustainable seafood and look for the Ocean Wise symbol — the Vancouver Aquarium's assurance of an ocean-friendly choice.

Created while working at St. Bernadine