The Shark Project
“You have just finned a shark”
The Sharkproject is an initiative to raise awareness about the threat of shark extinction, centered on “finning” – a practice in which the shark is caught, their fins cut off and the rest of the animal thrown back to the sea. This mailing is printed on rough paper similar to a shark’s skin and tells the recipient where to cut the envelope open, revealing a bloody shark fin stump. Lovely and powerful.
Advertising agency: Y&R, Frankfurt.
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Posted by The Ad Mad on October 21st, 2008,
on Creative Advertising.
October 21st, 2008 at 3:37 pm
Concept and execution excellent EXCEPT— Would have been much much more effective MESSAGE if the copy read “This is what poachers do everyday to sharks and you can stop them” rather than “Yu just finned a shark” which leaves the mailing recipient feel only guilt and not enraged. See?
October 22nd, 2008 at 2:18 pm
Yeah it sounded strange to me too… maybe the message is stronger this way and they were looking for shock?
October 31st, 2008 at 8:11 am
Shelley Nible: now that’s a creative critic, i prefer your aproach rather then the real one, but there’s something you’re forgetting. When you say something like “his is what poachers do everyday to sharks and you can stop them” with that kind of visual you’ll leave nothing to the imagination.
anyway i enjoyed read your opinion
December 4th, 2008 at 1:24 pm
Dear all,
For your information, the creation “SharkProject” by Young & Rubicam Franckfort, uploaded on your blog, is a pure copy of our creation shortlisted at Cannes Lion International Advertising Festival in 2007. By the way, it was the only french promo creation shortlisted in 2007.
Our creative team is called Schizo :
Copywriter : Benjamin Caillé
AD : Jérémy Brunet
Here is the original creation :
http://www.facebook.com/photo.php?pid=355535&l=ddfcd&id=598411423
Kind regards