It worked so well on land, why not try it by sea? An earlier campaign on behalf of the German animal rights organization known as NOAH, "No Cage is Big Enough" (click here for that), at first seemed, much like the animals, not to be going anywhere else. But it turns out the campaign hadn't yet jumped the shark, so to speak. "When you think of animals in captivity you don't necessarily think of sea creatures," says Jung von Matt CD Jan Rexhausen. "At least we didn't when we came up with the 'No cage' idea. But letters from people thanking us for that campaign gave us the hint to think beyond dry land."