|Title||BLOODY WEDDING INVITATION|
|Brand||HK SHARK FOUNDATION|
|Product / Service||SHARK-FREE WEDDING|
|Category||A02. Premiums & Giveaways|
|Entrant||OGILVY & MATHER Hong Kong, HONG KONG|
|Entrant Company:||OGILVY & MATHER Hong Kong, HONG KONG|
|DM/Advertising Agency:||OGILVY & MATHER Hong Kong, HONG KONG|
|Sandy Chan||Ogilvy & Mather Group, HK||Executive Creative Director|
|Francis Chung||Ogilvy & Mather Group, HK||Creative Director|
|Roy Yung||Ogilvy & Mather Group, HK||Creative Director|
|Chika Tsang||Ogilvy & Mather Group, HK||Art Director|
|Paul Lam||Ogilvy & Mather Group, HK||Account Manager|
Each year, over 78 million sharks are brutally slaughtered for their fins. This is mainly due to Chinese weddings where shark fin soup is served to guests as a symbol of the host’s wealth and status. Shark-finning is cruel and inhumane because the shark is still alive when its body is thrown back into the sea. The HKShark Foundation want people to think twice before eating or putting shark fin on the menu.
Enjoying or providing shark fin at wedding banquets is cruel and is leading to the extinction of an entire species. Don't have the sharks’ blood on your hands.
We designed a special wedding banquet invitation card with a special printing effect that makes your hands go red when you take it out. Inside, there is a message about how cruel and shocking shark-finning is. During wedding exhibitions, we will dress up a Chinese couple in traditional wedding gowns to personally hand-out the invitations. We hope the media will talk about it and we estimate over 1,000 people will get the DM and sign up to HKSF's online campaign.
Website, newspapers and radio programmes will talk about it. Discussions are well under way to rolling this idea out, and we aim to have over 1,500 people receive the DM invitation and sign up to HKSF's online campaign.