MY BELOVED FISH
SPECIAL PROJECT
PARTNER
World Wildlife Fund
TASK
Raise awareness for the fact that sturgeons are on the verge of extinction. Tell the story about that so that the people would want to share it. Show sturgeons as a part of nature, not as a dish.
AUDIENCE ANALYSIS
WHAT WE DID
CREATIVE IDEA
BRAND IDENTITY
DIGITAL DESIGN
STORYTELLING
PROMO AND DISTRIBUTION
How do you make people feel empathy for fish? To be more accurate, with the rare fish which existed for millions of years, outlived dinosaurs, could live to be a hundred years old, and might go extinct because of humanity? Well, I don't know what you thought, but we thought "why don't we make sturgeons like people?". We imagined the world where the sturgeon is an influencer and tells their story through social media, such as Facebook posts, Instagram stories, and Esquire-like interviews. Nothing demonstrates the possible extinction of sturgeons better than a screenshot from sturgeon's Tinder, where there is no match for the fish within many miles.

Such personifications work well when you are to overcome the indifference of readers. By telling a story of a protagonist, we help to think of his species not as of something vague and far from understanding, but as of something clear and relatable.

Apart from the fun part, we also asked an expert about how and where the sturgeons live in Ukraine, what they eat, why they go extinct and what we can do to help save this ancient species. By doing all that, we managed to show the important information, which is usually ignored, in a fun and attractive way.

To heighten the interest to that topic, we even made a movie trailer for this article in a horror style (↗). That sounds strange only before you realize that it is not the trailer but the extinction of the species that really scares.
CREATIVE IDEA
RESULTS
46 300
Total number of contacts
33%
Share coefficient
08:00
Average reading time
UNIQUE RESULT
We launched this project on Danube Day, got into a few lists of best Ukrainian longreads of the month, raised awareness to the problem by our out-of-the-box presentation, and got a round of applause on Social Media Week Kyiv. And created sturgeon Tinder, yes-yes.
Project Management
TEAM
Text
Design
Yuliia Salizhenko
Oksana Rasulova
Liza Yablonska
Editing
Yuliia Salizhenko
Video
Oleh Hnatiuk
If you like __ this project and want to create something similar with us, contact our team at ____________. You can read more about the conditions ______ .
We are always eager to cooperate!
If you like this project and want to create something similar with us, contact our team at
You can read more about the conditions
We are always eager to cooperate!