The Brief

In many parts of the world, sharks are still being caught for their fins, then thrown back into the sea. We all know this and have heard about it a million times before. Our client wanted to remind people that this barbaric practice is still going on - but do it in a way that will make them sit up, get angry and do something about it.

Creative Execution

The DM is a provocative reminder of the truth that sharks are being killed in a cruel manner in their own homes each day. It leaves an indelible memory to all and prompts us to rethink what is justified killing and what isn't.

Describe the creative solution to the brief/objective.

We created a DM in the shape of spilled blood. It was slipped beneath the doors of middle and high income households. While this may seem drastic to some, the truth is sharks are being murdered in their own homes everyday. We created both English and Mandarin versions for distribution within the Asian region.

Results

The DM is part of an on-going multimedia campaign for anti-shark fin awareness. Volunteers and NGOs have already been recruited in Singapore, Kuala Lumpur, Hong Kong, Jakarta, Taiwan, Shanghai and Beijing to distribute the 2nd phase of 100,000 DMs across the region. The DM has been featured in magazine articles and received positive feedback from the Shark Research Institute, Princeton and conservation scientists in the USA. The DM has also inspired renown Singaporean actress Debra Teng to volunteer her time and talent for an upcoming client-sponsored shark makeover documentary.