South Africa is a major centre for the shark fin trade. The Endangered Wildlife Trust and Sharklife Conservation Group joined forces to bring shark-finning front of mind for South Africans. A limited budget and the prevalence of other equally deserving conservation campaigns were seen as barriers.
We produced unconventional sundials, using a fin’s shadow to count the number of sharks slaughtered every hour. These sundials were placed in busy public spaces across the country and an SMS mechanic allowed people to quickly and easily donate to the cause.
Advertising Agency (Name, City, Country): TBWA\Hunt\Lascaris Johannesburg, South Africa
Creative Director: Justin Wright
Art Director: Justin Wright
Copywriter: Mike Vines
Producer: Greg Pentopoulos
Photographer: Clive Stewart
Executive Creative Director: Matthew Brink
Executive Creative Director: Adam Livesey
Executive Creative Director: Damon Stapleton
Published/Released/Aired (Month, Year): 26 March 2012