| Title | FOCUS ON OUR WATERWAYS - ALPINE |
| Brand | OZFISH |
| Product / Service | FISHING MAGAZINE |
| Category | F04. Social Behaviour |
| Entrant | VMLY&R MELBOURNE, AUSTRALIA |
| Idea Creation | VMLY&R MELBOURNE, AUSTRALIA |
| Production | VMLY&R MELBOURNE, AUSTRALIA |
| Post Production | VMLY&R MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Nagy | VMLY&R Melbourne | Chief Creative Officer |
| Jake Barrow | VMLY&R Melbourne | Executive Creative Director |
| Kieran Moroney | VMLY&R Melbourne | Associate Creative Director |
| Shane Geffen | VMLY&R Melbourne | Associate Creative Director |
| Simon Gray | VMLY&R Melbourne | Lead Designer |
| Aaron Rocca | VMLY&R Melbourne | Senior Integrated Producer |
| Tash Wolvers | VMLY&R Melbourne | Account Manager |
| Cory White | VMLY&R Melbourne | Photographer |
| Ryan Stamatiades | VMLY&R Melbourne | Photography Assistant |
| Sarah Bailey | VMLY&R Melbourne | Managing Partner |
| Jon Kenyon | VMLY&R Melbourne | Managing Partner |
| Renee Ferenc | Ozfish | Director - Engagement and Culture |
| Craig Copeland | Ozfish | Chief Executive Officer |
Ever since the invention of the portable camera, anglers have been posing with their prized catches. Right now, on Instagram there’s 32 million pictures where anglers are proudly posing with their catches in focus, there’s even a name for it, the Grip ‘n Grin. And every month the most impressive catches are normally immortalised on the cover of fishing mags around the world. It’s this behaviour that led to our creative idea, instead of focusing on the fish, let’s focus on the backgrounds; the habitats in which the fish live. Because if we don’t stop and focus on human and environmental impact on fish habitats today, there won’t be any chance for grip n grin photos in the future.