Bluefin Tuna is a top predator of the ocean, so they have a large role in balancing the ocean food chain. However, it is an endangered animal. This is due to the fact that Atlantic Bluefin is overly fished, since they are a delicacy amongst seafood. Globally, they are consumed as sushi and sashimi; to many, they are incredibly delicious.

The task of this campaign is to dispel this association to call attention to the alarming decrease of Bluefin Tuna population. It urges people to “boycott bluefin” in a satirical, humorous way. The main imagery, created through photo collage, shows the aftereffects of overconsumption, with hands holding skeleton sushis. Yum?