Ogilvy has created a graphic film for the Hong Kong Shark Foundation and WildAid NGO that highlights the cruel manner in which sharks are harvested for their fins.
With the bride and groom in a Chinese wedding playing the role of sharks finners, the film shows the practice of removing the shark’s fins and then throwing the animal back in the ocean to die –targeting the tradition of eating the shark fin soup for Chinese nuptials.
The practice of shark finning in Hong Kong, a global trade hub for the finning industry, has become increasingly controversial.
There are however encouraging trends. In a WildAid survey 85 per cent of Chinese consumers said they have given up eating shark’s fin soup in the last three years.