We created designs that solved two major problems: Affordability and Safety.

Lionfish are a serious menace for Colombia and the Caribbean’s environment.

They eat crucial species, endangering the environment and the livelihood of more than 400,000 people in Colombia, who depend on fishing to survive.

Lionfish is poisonous to human contact and the tools to capture it in a safe way are unaffordable for local fishermen, who live off just 6 USD a day.

So we created designs for traps that used only common recycled materials, reducing the cost of traps by over 96%. We then handed out illustrated instruction booklets and set up workshops to teach the importance of hunting lionfish.

Good news for everyone involved. Except the lionfish…

Brands can no longer expect people to act on messages or stories alone. They need ideas that can touch minds, hearts and – most importantly – the very inner strings of human behavior."

Dani Comar, Chief Creative Officer, APAC

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