Product / ServiceSURF BOARD FINS
CategoryA01. Creation of a new Brand Identity
Production GUSTO MUSIC Melbourne, AUSTRALIA
Production 2 STUDIO PANCHO Melbourne, AUSTRALIA


Name Company Position
Marc Skelton Glide Fins Head Client
Jon Ayton Glide Fins Head Client
Jason Williams Leo Burnett Melbourne National Chief Creative Officer
Michelle Walsh Leo Burnett Melbourne Creative Director
Joe Hill Leo Burnett Melbourne Senior Creative
Garret Fitzgerald Leo Burnett Melbourne Senior Creative
Rob McDowell Leo Burnett Melbourne Senior Creative
Tim Shelley Leo Burnett Melbourne Associate Digital Creative Director
Monica Lewin Leo Burnett Melbourne Group Account Director & Strategic Planner
Ilona Janashvili Leo Burnett Melbourne Director of Integrated Strategy
Kate Silver Leo Burnett Melbourne Group Account Director
Joshua Armstrong Leo Burnett Melbourne Web Designer
Luke Torney Leo Burnett Melbourne Lead Developer
Nick Baum Leo Burnett Melbourne Senior Digital Producer
Ee-Lyn Law Leo Burnett Melbourne Digital Producer
Josh Popow Leo Burnett Melbourne Social Manager
Maria Borowski Leo Burnett Melbourne Producer
Kaelene Morton Leo Burnett Melbourne Print Producer
John Trifonopolous Leo Burnett Melbourne Print Producer
Adrian Garofalo Leo Burnett Melbourne Retouching
Justin Oleyar Prodigious Editor
Maria Borowski Prodigious Producer
Olivia Cheung Prodigious Producer

The Campaign

FIN FOR A FIN is a new social enterprise and symbol that represents the coexistence of sharks and surfers. The symbol has been applied to custom surf fins, intentionally designed to act as a visual signal that alerts authorities to a surfer’s wishes for a shark not to be killed in retaliation to an attack. As sometimes the surf fins are the only thing that survive.The symbol tells the world “If my life’s taken, don’t take theirs.”Rolled out across multiple touch points, the brand is creating a wide spread messaging system. Fronted by shark attack survivor and advocate, Mike Coots, the symbol enables surfers to state their beliefs, while helping to protect themselves and sharks.Profits are funding mobile shark alert service, Dorsal, and educating people on shark behaviour through charity, Tag For Life. Creating a cycle of coexistence. Not killing.

Creative Execution

The FIN FOR A FIN brand marque represents the coming together of both surfers and sharks, symbolised by their two fins. Applied to custom thruster sets and longboard fins, they’re more than just a powerful statement, they’re designed to perform. Made from hand-foiled fiberglass, then cut out with high-pressure water jets and shaped by hand, the fins are made for high performance manoeuvers. The two-colour combination of black and grey nods to the natural colour of sharks. The brand’s interaction extends beyond surfers and fins. Anyone can show their support across collateral including board stickers, t-shirts and towels, social as well as the web platform where they can purchase the products. FIN FOR A FIN’s impact is further extended with a global registry. This enables surfers to register their wishes on a searchable database, letting next of kin and authorities know they want the shark protected.

Indication of how successful the outcome was in the market

FIN FOR A FIN has been embraced by surfers and shark conservationists alike. Shark killing is a divisive issue across the world. FIN FOR A FIN gives a voice to surfers who want to publicly declare their stance on the protection of the sharks, even in the wake of tragedy. And in doing so, is empowering them to fund a safer and healthier ocean. FIN FOR A FIN has already sparked a new and positive conversation, amplifying the voices of a niche demographic of surfers, who are also shark conservationists. With just 10K media spend the campaign has reached over 31 million people, generated $310K Earned Media and had over 5 Million video Views.


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