Barbarism of sharks finning exposed in WildAid film targeting Chinese wedding tradition

Ogilvy has created a graphic film for NGOs Hong Kong Shark Foundation and WildAid that reveals the cruel manner in which sharks are harvested for their fins.

The film highlights the practice of removing the shark’s fins and then throwing the animal back in the ocean to die, with the bride and groom from a Chinese wedding playing the role of sharks finners.

Shark finning is an increasingly controversial practice in Hong Kong, which is the global trade hub for the finning industry. A study by WildAid last year found that 85 per cent of Chinese consumers said that had given up eating sharks fin soup in the last three years.

Targeting the tradition of eating the dish at Chinese weddings is a strategy used before by conservation group Sea Shepherd in Singapore.

Saatchi & Saatchi ad Chinese weddings


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