Exposing the Plunder Beneath the Ice
Krill are the foundation of life in Antarctica – feeding whales, penguins, seals, and fish, while also helping regulate Earth’s climate.
But massive supertrawlers are targeting these dense swarms of krill right where whales feed, stripping away the base of the entire Antarctic ecosystem to produce luxury products humans simply don’t need – from krill oil supplements to salmon feed and pet food.
The Krill Investigator campaign, led by Sea Shepherd and underpinned with a creative campaign, comic and video from us, invited people everywhere to become part of their mission: to expose the truth, take action, and help stop the plunder.
Reaching Audiences Across Continents
At the heart of the campaign was a digital story, presented as a comic and video, that transformed complex ecological issues into an emotional, visual story. Written by Paul Goodenough, illustrated by Rafael Albuquerque and lettered by Jodie Troutman, the comic brought readers deep into the Antarctic conflict – showing what’s at stake when humanity takes more than the planet can give.
Translated into 11 languages, the comic reached audiences across continents, empowering individuals to see the krill crisis not as a distant issue, but as a shared global responsibility.
Becoming a Krill Investigator
People around the world took action and joined Sea Shepherd’s limited edition of ‘Krill Investigator Series’ by taking photos of krill-based products in stores, uploading them through a dedicated tool, and mapping the global supply chain of destruction. This collective effort shone a light on corporate responsibility and consumer power.
Stories for Action
The Krill Investigator campaign showed that awareness alone isn’t enough – people need tools, stories, and pathways to act. Together with Sea Shepherd, we turned complex data into a comic that inspired thousands to speak out and stand up for the Antarctic.
Following our campaign, and amid public pressure and growing awareness, we are overjoyed to announce that on November 3rd 2025, Holland & Barrett agreed to remove Krill from all their projects, in over 1,600 stores in 19 countries- becoming the first major global retailer to eliminate all krill products from their shelves.
Well done, H&B – now, who’s next?
