Title	UGLY
Brand	WWF EUROPE
Product/Service	UNSUSTAINABLE FISHING
Category	A14. Public Sector & Awareness Messages
Entrant	J. WALTER THOMPSON Duesseldorf, GERMANY
Idea Creation	J. WALTER THOMPSON Duesseldorf, GERMANY
Production	WOODBLOCK Berlin, GERMANY

Name	Company	Position
Eddy Greenwood	J. Walter Thompson GmbH	Executive Creative Director
Giovanni Pintaúde	J. Walter Thompson GmbH	Associate Creative Director
Tatsuya Masaki	J. Walter Thompson GmbH	Associate Creative Director
Pedro Américo	J. Walter Thompson GmbH	Senior Art Director

Brief Explanation

Rising from deep waters, a fish stops swimming right in front of our camera. As we focus on its face we are surprised. This is a really ugly fish. But as the end line of our film concludes a second later, “nothing’s as ugly as overfishing”. A humorous message to raise awareness of the fact that due to overfishing the world’s fish population halved since 1970.