BLOODY WEDDING INVITATION

TitleBLOODY WEDDING INVITATION
BrandHK SHARK FOUNDATION
Product / ServiceSHARK-FREE WEDDING
CategoryA02. Premiums & Giveaways
EntrantOGILVY & MATHER Hong Kong, HONG KONG
Entrant Company:OGILVY & MATHER Hong Kong, HONG KONG
DM/Advertising Agency:OGILVY & MATHER Hong Kong, HONG KONG

Credits

Name Company Position
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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.