Our brief was to find a new way to reward BCF’s high-value club members and stimulate sales. Instead of finding off-the-shelf promo items and slapping a logo on them, we invented our own. We called it You-Wish Fish, tiny but realistic looking hands that turn tiddlers into trophies. When an average sized fish is placed in You-Wish-Fish, the plastic hands create an optical illusion making the fish look massive. The broad depth of field in phone cameras adds to the illusion by keeping the foreground and background image sharp. Having designed and produced the You-Wish-Fish hands we created a sales promotion consisting of eDMs, Point of Sale and online film.