Agency: Young & Rubicam, Frankfurt, Germany
Client: The Sharkproject
Shark finning is the practice of catching a shark, slicing off the fins while the shark is still alive, and throwing the shark back into the ocean, where it lays helpless in agonizing pain. It can take days for the shark to finally die.
This practice is driven by the demand for Shark Fin Soup, an Asian delicacy.
This practice has had a devastating affect on global shark populations—some species’ numbers have dropped as much as 90%.
The Piece:
Y&R knocked this out of the park. It’s hard to do compelling direct mail campaigns. But with this piece, you get an awesomely textured envelope, which automatically catches your eye because it’s not bills, and you’re bonding with this little envelope because it’s yours and it’s different and it’s not bills!
Then you open it: You have just finned a shark.
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| Bowls of sadness. |
Art direction: Simply impeccable. Texture looks good, color’s great, a very attractive piece. 5/5
Copywriting: There’s not much there to judge, but it’s direct and to the point. 4/5.
Well done, Y&R!
I’ll admit, sharks scare the living daylights out of me and I know a lot of people who wouldn’t really miss them if they went away for good—but what if they did?
Sharks are apex predators—the top of the food chain, right along with Bluefin tuna and cetaceans. What happens when you take top predators away? The ecosystem collapses.
What can you do?
Sign petitions:
"Like" StopSharkFinning on Facebook
And if you see somebody actually eating sharkfin soup, pour it on their head.
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