The main idea of the campaign is to break established stereotypes about fish. Borealis does this in a new, unexpected way, challenging not only stereotypes but also the familiar cliches of the entire category. The “fish category” usually means: rugged fishermen, trawlers against iceberg backdrops, obligatory seagull cries, happy stock-photo families in kitchens, absurd humor, and close-ups of fish. Our task from the start was to differentiate the brand from these visual codes. That’s why, when developing the idea, we built on the brand’s visual identity — clean and minimalist. This led us to a fashion-inspired style, which both complements the identity and helps the brand stand out.

Taks and Solution:

BOREALIS

FISH TALKS

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