The brief: Create content to stop HK people order shark fin soup for their wedding banquet. Save sharks and save the ocean.

The challenge: HK people can’t stop ordering shark fin soup for wedding banquets because it represents wealth. Lots of campaigns ask locals to stop eating shark fin soup but have not very successful because of this barrier. People feel it doesn’t relate to their own lives. The biggest challenge is to make them really feel that killing shark matters to them.

The success: Locals are very superstitious. Weddings are one of the most auspicious events in HK. And as locals are very superstitious, they try everything to avoid any symbol of bad luck on that day. Seeing blood on that day is a taboo. We created a bloody film with real footage to remind them the cruel fact of eating shark fin soup.