PROBLEM

The fish population in Taiwan is depleting.

INSIGHT

Language and culture is endangered and prone to extinction.

IDEA

Imagine a future without the Chinese character for ‘Fish’ in our texts.

Father Goes Fishing was a chapter in the Taiwanese primary school
curriculum spanning over half a century. Reflecting the rich maritime
culture and familial bonds of Taiwan, the poem is a symbol of Taiwan's
island identity.

Print

Reimagining Father Goes Fishing in a future absent
of fish with "⊠", the symbol of a missing character in
Chinese fonts.

A call-to-action lies at the bottom of the poster
urging people to fill in the missing character.

A text to the future

Fill it in by texting the Chinese character for fish 魚
to the number 2050, and participants will receive a
Greenpeace petition link in support of stricter marine
conservation laws.

Social media

Showcasing which fish species in Taiwan
are facing extinction as well as education
on how to choose sustainable seafood.

Kaiten-zushi, or conveyor belt sushi are extremely popular
in Taiwan. By collaborating with famous restaurant chains,
we launch the Sushi of the Future, with a ⊠ shaped edible
paper in place of the fish. Showing the potential shortage
of fish resources.

2024 D&AD New Blood Awards Winner

Project made with Chieh-Yu Lin

Back

Work

Next →