The duo says that if we don't stop overfishing, our oceans will soon carry more marine debris, such as fishing nets, than actual fish. 

The campaign features a classic Dutch herring cart that has been set up in the centre of Amsterdam at Spui. However, instead of fish, locals and tourists will find seafood — such as herrings, mackerels and prawns — made entirely out of fishing nets.

Created by artists from Dutch universities, the collectable artwork depicting sea life is a visual metaphor for the future. Via the QR codes, individuals can get more information about the project and the threat that overfishing poses to our oceans.

"Global overfishing and plastic pollution form a serious threat to our ocean and thus to our planet. There is a lot of talking, organising the congress and writing reports dealing with environmental issues, but to what end? The facts and statistics are clear, but we keep on rationally ignoring them," says Dr Geert Vons, artistic director of Sea Shepherd Global. 

Vons adds, "That's why we came up with a different approach, direct and in your face, a visual wake up call."

According to the creative team at Ogilvy Social.Lab Amsterdam, to bring the 'Catch Of The Day 2050' to life, it approached overfishing and the tackling of derelict fishing gear head-on.

Artists from ArtEZ University of the Arts and the Dutch Design Academy Eindhoven were briefed to recreate sea life typically found in Dutch markets using marine debris.

Ogilvy teamed up with food photography experts Chuck studios, who photographed the fish in the same way they would real food.

Production house Tebber Nekkel produced a short film that follows the journey of a 'Catch Of The Day' in the year 2050. This short film will be released after the live event in Amsterdam. 

Executive creative director Tolga Büyükdoganay concludes, "Most of us will experience the reality of marine debris impact on ocean life in 2050. So, it was important to us to make the data as visually appealing as possible, promoting immediate action to save our oceans."

Individuals are encouraged to help stop overfishing by supporting Sea Shepherd's fight for the oceans here. 

For more information, visit www.ogilvy.nl. You can also follow Ogilvy Social.Lab on Facebook or on Instagram.