| Title | 'TOOLS OF DESTRUCTION' |
| Brand | ACRES |
| Product / Service | CAMPAIGN AGAINST SHARK'S FIN |
| Category | A16. Public Service, Charity & Fund Raising |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Production Company: | COALITION Singapore, SINGAPORE |
| 2nd Production Company: | STUDIO ON THIRD AVE Singapore, SINGAPORE |
| Name | Position |
|---|---|
| Steve Back | Chief Creative Officer |
| James Daniels | Executive Creative Director |
| Adeline Siow | Copywriter |
| Kairong Ku | Art Director |
| Ali Loveday | Agency Producer |
| Fuse Adventures in Audio, Singapore | Sound Studio |
| Coalition Pte Ltd | Animation |
Most people don't know that Chinese wedding dinners are one of the biggest causes of shark killings. By painting on wedding banquet spoons that shark fin soup is served in, we told a story of how love often has a twisted and brutal end for sharks, and reminded everyone that they each had a part to play in stopping the shark fin industry.