Leisure retailer Boating Camping Fishing (BCF) aims to lure Aussie fisherman back into the water with a new campaign.

Fear has been struck into the hearts of fish (artwork pictured) as the campaign gets ready to extend with in-store POS and advertising within fishing enthusiast magazines.

The next stage of the campaign comes after DM and eDM activities.

The campaign, by SapientNitro, is based on the idea that the retail slump has been a win for fish who have swam freely as Aussies cut back on leisure spending, including fishing goods.

Credits: client BCF, agency SapientNitro, creative director Ralph Barnett, art director Sarah Chernishov, copywriter Jon Pickersgill, retoucher Derek Leong, agency producer Melissa Ashman, photographer Erik Williamson.