Why is this work relevant for Media?

Serving shark fin soup at wedding banquets has been a symbol of wealth and status in Taiwan. It’s the reason Taiwan ranks 4th worldwide in shark finning. But marine ecology is the last thing on the minds of newlyweds. Watching movies is the most favored leisure activity in Taiwan. We created a movie that turns an abstract marine ecology problem into a relatable human one. The movie was a creative and efficient media channel. At its core, the media/communications strategy was a key part of the creative strategy.

Background

In Taiwan, serving shark fin soup at wedding banquets has always been a symbol of wealth and status. It’s a big part of the reason Taiwan ranks 4th worldwide in shark finning. We discovered that most newlyweds don’t know that when shark populations decrease, medium-sized fish populations explode and eat more small fish than normal. By 2050, the marine ecology will be completely out of balance, and deafeningly quiet. Marine ecology is the last thing on the minds of newlyweds. How can we show them that serving shark fin soup is causing catastrophic damage and let the newlyweds pledge never to provide shark fin dishes at wedding banquet?

Describe the creative idea / insights (30% of vote)

Watching movies is the most favored leisure activity (86%) among people aged from 25 to 44 in Taiwan. We decided to influence them with a movie franchise all Taiwanese love. It's the smartest and the most powerful way to let people learn the consequences of consuming shark fins. Finding Nemo and Finding Dory were all top-ranking movies in Taiwan. We leveraged their preference and filmed the sequel. 2003, Finding Nemo 2016, Finding Dory This year, introducing: Finding Sharky 2050 After Finding Nemo, another work was proudly presented. Adorable sea creatures now are in trouble again.

Describe the strategy (20% of vote)

People can have a strong feeling by the experience only. Our strategy is to We turn an abstract marine ecology problem into a relatable human one and make newlyweds who do not pay attention to ocean issues through experience take action.

Describe the execution (20% of vote)

The Idea must reach the target audiences more accurately and directly. Moreover, via wedding studios, we reached out to soon-to-be-married couples and gave them free movie tickets and invited them to watch the movie. The movie has been screened in the Ambassador Theaters (one of the largest cinema chain operators in Taiwan). This is the first ever a movie without leading character in the world. As the audiences eagerly began watching, they struggled to find the shark playing the lead character… or any fish, for that matter. When the audiences is impatient and even ready to leave, the key message appeared in the movie. Message for Taiwan audiences：IF WE CONTINUE TO CONSUME SHARK FINS, WE WILL DESTROY THE OCEAN’S ECOSYSTEMS. BY 2050, THE MARINE LIFE YOU WERE HOPING TO SEE WILL BE GONE FOREVER.

List the results (30% of vote)

◆Accumulated 5690+ audiences in 7 days (7 days x 3 rounds x 270 audiences) ◆The campaign shifts from offline to online. After the screening, 98 % of viewers signed a “NO SHARK FIN PROMISE”. ◆63 newlyweds cancelled shark fin soup from their wedding banquet, which equivalents to 37,800 pax shark fin soup will not be served. ◆Through the movie, we collected many real responses from the audiences. ◆The movie triggered responses from many artists, news agencies and even the Taiwan vice president. This is just a beginning. Taiwan government has begun review shark hunting policy. ◆Won the BEST ADS on Experiential of Campaign Brief. ◆But most importantly, this idea allows people to understand that shark conservation is related to themselves. Everyone has a responsibility, do not let this movie from becoming a true story.