With as many as 40 sharks killed and served for every Chinese
wedding banquet, the non-profit Sea Shepherd Conservation Society opted
for gory visuals of bloodied sharks to drive home the preservation
message in Singapore.
The aim is to take this Chinese delicacy off the menu at corporate and
wedding banquets. Saatchi & Saatchi juxtaposed gruesome visuals of
de-finned sharks with images of a newly-married couple at their wedding
The campaign broke this month in the Today newspaper and was followed by
insertions in a variety of magazines.