Grey reminds Hong Kong diners of the cruelty that the demand for shark fin soup causes
Sharks are facing extinction because of one Chinese dish – shark fin soup. Hong Kong alone consumed 4,460 tons of shark fin last year. Grey Hong Kong wanted to raise awareness of the cruelty and waste the demand for this soup causes.
The agency created two ambient executions aimed at diners in restaurants. When customers look at the vinegar plate they see a finless shark drowning in red vinegar sauce, reminding them that after having their fins chopped off sharks are thrown back into the ocean alive. The second is a packet of tissues which when torn open shows the tearing off of a shark’s fin.
Credits – Executive Creative Director: Keith Ho. Associate Creative Directors: Kong Siu Lan, Vincent Tse. Copywriter: Paul Tsang. Art Director: Tony Cheung. Illustrator: Shannon Ma. Retoucher: Simon Kwan (Touch Workshop)
6 Comments
‘Jaws never return’….that in itself deserves an award.
Which restaurant is this in? I live in HK and I have never seen this. Restaurants would not put people off their food. That’s a surefire way to kill business.
3:45 you’re so right.
the dishes must be located in their pantry.
So restaurants serving shark fins soup ‘ran’ this to put people off ordering their products? I’m calling shenanigans. I bet there was precisely one plate made, for the photo.
I was at this Jing Ding chinese restaurant in Beijing. In there, big and blunt is a sign that reads “We now stop serving sharkfin soup, blah blah blah” For me, this is so effective.
I guess Grey should just get an FA guy to do up a similar sign and gave it to those restaurant(s?). Simple, job done! No more difficult printing technique on ceramic plate or tissue packs. A fraction of the price and you guys get to save on the award entry fees as well.
*Nudge nudge.