In Spain over 86% of people believe in fake news and Pescanova wanted to show consumers that not everything they see is actually real.

So we made a fake documentary about its shrimp catching, showing the world a weird new fishing techique.
Art Director
LOLA MullenLowe

— At the end of the documentary, the viewer was asked if he believed it or not, and could see more crazy fake videos like these:

1 — Formations

2 — Preparation

3 — Ultrasounds

4 — Detection

— And if the viewer stoped believing it at any point he was directed to the final message: