Kill the Fin Trade
Concept Design
Curation
Production
Content Creation
We worked with Sea Shepherd, 72andSunny & AFTRS to start a cultural conversation and put the shark finning debate on the national agenda through the largest live brief ever hosted.
After learning that 38 million sharks end up on the fin trade every year, we worked with non-profit conservation organisation Sea Shepherd to start a cultural conversation and put the shark finning debate on the national agenda, with the help of our friends at 72andSunny, AFTRS and the international creative community.
In the largest live brief ever hosted, 1,200 creative thinkers were given access to a design toolkit which included activist artwork by designer David Carson and shark imagery pulled from UN photographer Michael Muller, while being briefed by Jim Moriarty (Brand Citizenship, 72andSunny) and Ashley Avci (Campaign Leader, Sea Shepherd) to create a live social movement.
Reached 2.8M people worldwide
Artwork submissions from some of the world’s biggest designers including David Carson & Timba Smits
Recruited social advocates worldwide from Japan, Russia, Brazil, USA + more
Coverage in the & even
It was awesome collaborating with the best creative minds in Australia and the world toward such an important mission. I love that this isn't just another public service campaign, but rather an opportunity to help inspire the creation of a movement.
Johnny Tan — Executive Creative Director, 72andSunny
