We created a sculpture – a sliced mermaid - and exhibited it in refrigerated showcases at main shopping and business centers for one month (weekly). Then we physically moved “her” to the delicatessen shop, where hundreds of customers a day continued to take photos and videos.

During the first two months of the campaign, average customers foot-fall increased 2-fold. Sales peaked and have settled at a constant 25% increase year-to-year. And this for rare sea fish in a time of economic crisis.