Title | CONGRATULATIONS |
Brand | HONG KONG SHARK FOUNDATION / WILD AID |
Product / Service | HONG KONG SHARK FOUNDATION / WILD AID |
Category | A15. Charities & Appeals |
Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Idea Creation | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Production | TREACLE Hong Kong, HONG KONG |
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 |
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.