| Title | TUNA CAMPAIGN |
| Brand | SEA SHEPHERD |
| Product / Service | MARINE CONSERVATION |
| Category | A04. Ambient/Alternative Media |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| DM/Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Steve Back | Ogilvy/Mather Singapore | Chief Creative Officer |
| Juggi Ramakrishnan | Ogilvy/Mather Singapore | Creative Director/Copywriter |
| Richard Copping | Ogilvy/Mather Singapore | Creative Director/Art Director |
| Anthony Tham | Ogilvy/Mather Singapore | Art Director |
| Alvin Chin | Ogilvy/Mather Singapore | Producer |
| Amarjeet Kaur | Ogilvy/Mather Singapore | Producer |
| Teo Studios | Photography | |
| The Gunnery | Sound | |
| Critica | Post Production | |
| Hogarth | Post Production | |
| Getty Images | Images | |
| Corbis | Images | |
| Procolor | Digital Imaging | |
| Grant W Pereira | Sea Shepherd | Regional Coordinator |
The Bluefin tuna ought to be on the endangered list. But it's not. Because Japan and China have paid bribes to keep it off that list. If Asians don't take Bluefin off the menu, it's likely to go extinct pretty soon.
Our idea was to compare eating tuna to eating panda.
We offered panda meat for sale online (www.panda-meat.com) and through sampling booths set up in supermarkets, street markets, and travel fairs.
'You sick bastards.' 'How could you kill pandas?' And 'I'm calling the police' were the most common initial reactions. But once we pointed out the double standards, it was 'Really? I didn't know.' And 'I'll never eat Bluefin again.' 171,467 people pledged to give up eating Bluefin. Needless to say, no pandas were harmed in the experiment.