This social awareness campaign is meant to emphasize the mass killings of sharks: over 73 million of the species are killed every year just for bowls of soup. Their fins - which only make up 2% of their total weight - are brutally sliced off and the rest is tossed back into the ocean.
The campaign was done in collaboration with IFAW, one of china’s most prominent animal welfare organizations.
Agency: y&r, shanghai
ECD: nils andersson / kon marinis
CD: anam as / handsome wong
Art director: handsome wong
Desinger: handsome wong
Copywriter: yin-yin wu / joana mosa
Typographer: leslis sim / jack li
Producer: nicolo miao