Some sceptics say that the problem of climate change is overrated, and that, anyhow, man will adapt in the end. In this campaign WWF shows what that adaptation might ultimately look like. Yes, if the water rises, we may all evolve into fish-people.

This simple creative idea gave WWF a strong voice to intervene in the climate change debate, and an occasion to make people aware of its consequences.

To maximize the impact, we not only used the image of the fishman in classic media like posters, ads and postcards, but we sent them out on the street as well: in train stations, shopping malls, high streets, etc. Consequently, we were all over the news. And some fishmen unexpectedly popped up in the audience of popular tv-shows.