Weddings are one of the most auspicious events in Hong Kongers lives. Chinese culture is very superstitious, so people will do anything to avoid symbols of bad luck on their happy day.

Seeing blood on your wedding day is taboo – so we created a wedding video with a twist – a bride and groom finning real live sharks.

We wanted to remind people of the cruel facts behind shark fin soup and that for every wedding in Hong Kong on average 30 sharks have to die.

We created our bloody wedding video from documentary footage of sharks being finned on a Chinese fishing vessel. We re-enacted the scene with two actors dressed as a bride and groom, superimposing them on top of the Chinese fisherman, making it appear as if they were really killing the sharks.

We launched our film online on owned media channels and pushed it to the press via PR. We also seeded it on Hong Kong wedding forums and blogs, to directly target engaged couples and wedding planners.

With shark fin soup still being served at 98% of restaurants and wedding banquets in Hong Kong our film aimed to shock people into changing behaviour. With both extensive social and news conversation locally, and the Hong Kong Government going so far as to forbid it being served at official events - The film has made people reconsider what they serve at their wedding.