Catch of the Day 13 Jan 2009

As part of a recent guerrilla campaign for the Surfrider Foundation, Saatchi & Saatchi collected washed-up trash from several US beaches, packaged it like food and left it on display at nearby farmers' markets. The aim: to raise people's awareness of ocean pollution. (The trash pictured above consists of condoms found in the surf at Newport Beach, California).

We love the way that this campaign makes consumers think about what they are buying at the very moment they are buying it. Someone about to buy fish that has been swimming around in the same water as the cigarette butts, rusty aerosol cans and used condoms sitting in front of them can't help but be enlightened as to why tackling pollution is such an important issue.