'TOOLS OF DESTRUCTION' by Ogilvy & Mather Singapore for Animal Concerns Research & Education (acres)

'TOOLS OF DESTRUCTION'

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director James Daniels
Art Director Kairong Ku
Copywriter Adeline Siow
Production COALITION Singapore
Production STUDIO ON THIRD AVE Singapore
Released June 2012

Awards

One Show 2013
One Show Public Service / Television - Single Merit

Credits & Description

Category: Public Awareness Messages
Advertiser: ACRES
Product/Service: CAMPAIGN AGAINST SHARK'S FIN
Agency: OGILVY & MATHER SINGAPORE
Production Company: COALITION, Singapore, Singapore, SINGAPORE, SINGAPORE
Production Company: STUDIO ON THIRD AVE, Singapore, Singapore, SINGAPORE, SINGAPORE
Chief Creative Officer: Steve Back
Executive Creative Director: James Daniels
Copywriter: Adeline Siow
Art Director: Kairong Ku
Agency Producer: Ali Loveday
Advertiser's Supervisor: Louis Ng
Sound Studio: Fuse Adventures in Audio, Singapore
Animation: Coalition Pte Ltd
Other Credits: Animation Project Lead: Davier Yoon; 2D Animators: Harry Zhuang, Henry Zhuang, Elena Yeo.

English Description
Most people don’t know that Chinese wedding dinners are one of the biggest causes of shark killings. By painting on wedding banquet spoons that shark fin soup is served in, we told a story of how love often has a twisted and brutal end for sharks, and reminded everyone that they each had a part to play in stopping the shark fin industry.