CONGRATULATIONS

Silver Spike
TitleCONGRATULATIONS
ClientHONG KONG SHARK FOUNDATION / WILD AID
Product / ServiceHONG KONG SHARK FOUNDATION / WILD AID
CategoryA15. Charities & Appeals
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Idea Creation OGILVY & MATHER GROUP HONG KONG, HONG KONG
Production TREACLE Hong Kong, HONG KONG

Brief Explanation

The brief: Create content to stop HK people order shark fin soup for their wedding banquet. Save sharks and save the ocean. The challenge: HK people can’t stop ordering shark fin soup for wedding banquets because it represents wealth. Lots of campaigns ask locals to stop eating shark fin soup but have not very successful because of this barrier. People feel it doesn’t relate to their own lives. The biggest challenge is to make them really feel that killing shark matters to them. The success: Locals are very superstitious. Weddings are one of the most auspicious events in HK. And as locals are very superstitious, they try everything to avoid any symbol of bad luck on that day. Seeing blood on that day is a taboo. We created a bloody film with real footage to remind them the cruel fact of eating shark fin soup.

Credits

Name Company Position
Reed Collins Ogilvy & Mather Group HK Chief Creative Officer
Roy Yung Ogilvy & Mather Group HK Creative Director
John Koay Ogilvy & Mather Group HK Creative Director
Matthew Nisbet Ogilvy & Mather Group HK Creative Director
Spring Liu Ogilvy & Mather Group HK Associate Creative Director
Jacqueline Ho Hogarth & Ogilvy HK Senior Agency Producer
Tammy Lau Hogarth & Ogilvy HK Agency Producer
Tom Mitchell Treacle Ltd Director
Josie Mitchell Treacle Ltd Producer
Samson Choi Ogilvy & Mather Group HK Managing Partner
Neville Tam Ogilvy & Mather Group HK Senior Account Director
Oliver Merz Merz Productions DOP
Alex Hofford WildAid Wildlife Campaigner
Sophie le Clue HK Shark Foundation Campaign Director
Joan Chan HK Shark Foundation Campaign/Media Manager