| Title | SHARK FIN WEDDING CAKE |
| Brand | ANIMAL CONCERNS RESEARCH & EDUCATION SOCIETY (ACRES) |
| Product / Service | PUBLIC EDUCATION/AWARENESS |
| Category | B05. Best use of Ambient Advertising: Stunts & Live Advertising |
| Entrant | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Entrant Company: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Advertising Agency: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
Credits | |
| Executive Creative Director | Jagdish Ramakrishnan |
| Copywriter | Pebble Goh/Jagdish Ramakrishnan |
| Advertiser's Supervisor | Louis Ng |
| Art Director | Pebble Goh |
| Illustrator | Designers: Van Chen/Fedtrick Chua/Chua Kai Bung |
| Photographer | Raymond Sih |
| Other Credits | Retoucher: Norman Tang, IFL Studio; Model Maker: The Lady Gloom |
Over 100 million sharks are killed every year because of the growing Asian demand for shark fin soup. The oceans can’t recover from such large-scale killing of sharks. The majority of this consumption happens during Chinese wedding banquets. We needed to dramatise the scale of this destruction to the people who actually make the decision to include shark fin soup in the wedding menu: the bride and groom. This wedding cake, featuring a tower of dead shark figures, was placed in bridal studios around Singapore and conveyed the powerful message that weddings shouldn’t be destructive.