Title | CELEBRATE MARRIAGE, REFUSE THE SLAUGHTER OF SHARKS |
Brand | WILDAID |
Product / Service | PUBLIC BENEFIT |
Category | E06. Transit |
Entrant | I2MAGO Guangzhou, CHINA |
Idea Creation | I2MAGO Guangzhou, CHINA |
Idea Creation 2 | I2MAGO Guangzhou, CHINA |
Idea Creation 3 | I2MAGO Guangzhou, CHINA |
Idea Creation 4 | I2MAGO Guangzhou, CHINA |
Media Placement | I2MAGO Guangzhou, CHINA |
PR | I2MAGO Guangzhou, CHINA |
Production | I2MAGO Guangzhou, CHINA |
Name | Company | Position |
---|---|---|
Weijun Lin | i2mago Guangzhou | Group Creative Director |
Yan Jun Zhai | i2mago Guangzhou | Illustrator |
Bin Shi | i2mago Guangzhou | Illustrator |
Erika Zhang | i2mago Guangzhou | Illustrator |
Alfred Ou | i2mago Guangzhou | Art Director |
Kiro Zhang | i2mago Guangzhou | Art Director |
Jim Lin | i2mago Guangzhou | Art Director |
Jun Zhang | i2mago Guangzhou | Art Director |
Ray Tang | i2mago Guangzhou | Animator |
Genie Liu | i2mago Guangzhou | Animator |
Tan Yuan | i2mago Guangzhou | Animator |
Benny Li | i2mago Guangzhou | Designer |
Alex Wang | i2mago Guangzhou | Copywriter |
Ying Dai | i2mago Guangzhou | Copywriter |
Cican Wang | i2mago Guangzhou | Editor |
Ray Tang | i2mago Guangzhou | Editor |
Genie Liu | i2mago Guangzhou | Editor |
Tan Yuan | i2mago Guangzhou | Editor |
Lulu Liu | i2mago Guangzhou | Customer service |
Qiwei Yu | i2mago Guangzhou | Technical Director |
Hai Zhu | i2mago Guangzhou | Technical Director |
In recent years, the number of sharks has plummeted, and one-third of the sharks on the planet are facing extinction. More than 73 million sharks are killed each year for their fins. According to the survey, China is the world's largest consumer and trader of shark fins, and wedding banquets are the mainstream market for shark fin consumption. In southern China, there has always been a tradition of serving guests with shark fin soup at wedding receptions. Being cut off their fins and abandoned to die is the ultimate fate of a lot the sharks. We are inspired by the auspicious and festive celebrations of Chinese weddings and traditional Chinese calendar elements, and proposed the creative theme of “Celebrate marriage, refuse the slaughter of sharks”. Using woodcut printmaking style, we created a 40 meters long poster that showcases the shark fin trade chain behind Canton wedding reception. In the animated short film, the montage view from the wedding reception to the fishing boats reveals the cruelty of killings behind the wedding banquet and explains the close connection between shark fin wedding and marine ecology in many aspects.
近年鲨鱼数量骤减,地球上1/3的鲨鱼频临灭绝,每年却仍有超过7300万条鲨鱼因鱼翅而丧命。经调查,中国是世界上最大的鱼翅消费国和贸易国,婚宴是鱼翅消费的主流市场。在中国南方,一直以来都有在婚宴上用鱼翅羹宴请宾客的传统。而制作鱼翅羹的原料,就是鲨鱼鳍!割鳍弃肉,成为这些鲨鱼的最终命运。 我们发现中式婚礼的吉利和喜庆,以传统黄历元素引发共鸣,提出“宜婚娶,忌鲨戮”的创意主题,用木刻版画的创作手法,创作一幅长达40米的平面长图,完整还原岭南婚宴背后的鱼翅贸易链条。同步还创作了动画短片,短片采用从婚宴到渔船的蒙太奇镜头,揭示婚宴背后的残忍与杀戮,多方面诠释鱼翅婚宴与海洋生态的密切联系。