A campaign for conservation organisation WildAid in Thailand marked Shark Awareness Day (July 14) by contrasting poor sartorial judgment against a far more uncouth choice—serving shark-fin soup at a wedding.
The creative concept was done pro bono by BBDO Bangkok and the media by Plan B Media PCL. The campaign's video and image assets were also shared widely on social channels.
Ad Nut tends to think of sharks as the murderous beasts of the sea, and of course they are fearsome predators with an unreasonable number of nasty, pointy teeth (shudder). But should 73 million of them die each year—often in a prolonged, painful fashion after having their fin hacked off and then being hurled back into the ocean? So wedding-goers can slurp a soup that no one really seems to enjoy all that much anyway? Surely not.
Co-opting the fashion-fail format for such a critical cause is a fun and effective choice. That said, this campaign doesn't quite displace Ad Nut's favourite wedding-themed, anti-shark-fin-soup work, a technically impressive piece done by Ogilvy Hong Kong a couple years back: see "Happy couple savagely murders sharks in wedding video".
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