Sharklife Conservation Group And The Endangered Wildlife Trust Outdoor SHARK-FINNING SUNDIAL by TBWA\Hunt\Lascaris Johannesburg

SHARK-FINNING SUNDIAL

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Adam Livesey, Matthew Brink, Damon Stapleton
Copywriter Mike Vines
Producer Craig Walker, Greg Pentopoulos
Photographer Clive Stewart
Account Supervisor Bridget Langley
Typographer Justin Wright
Released January 2012

Credits & Description

Category: Special Build
Advertiser: SHARKLIFE CONSERVATION GROUP AND THE ENDANGERED WILDLIFE TRUST
Product/Service: SHARK CONSERVATION
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Executive Creative Director: Matthew Brink/Adam Livesey/Damon Stapleton
Creative Director: Justin Wright
Copywriter: Mike Vines
Art Director: Justin Wright
Photographer: Clive Stewart
Typographer: Justin Wright
Art Buyer: Sharon Cvetkovski
Account Supervisor: Bridget Langley
Producer: Greg Pentopoulos/Craig Walker
Account Manager: Katiso Maarohanye
Account Manager: Katiso Maarohanye
Other Credits: Dani Morley

Ambient Execution Description
Every year, between 23 million and 73 million sharks are killed for their fins, primarily for use in shark fin soup. South Africa is a major centre for the shark fin trade. Two NGOs – the Endangered Wildlife Trust and Sharklife – joined forces to bring shark-finning front of mind for South Africans. A limited budget and the prevalence of other equally deserving conservation campaigns (e.g. rhino poaching) were seen as barriers.

We came up with the idea of a sundial, but a sundial that used a shark fin-shaped dial. The movement of the sun tracked the mounting number of sharks killed every hour. Placed in busy public spaces, the unusual use of media successfully attracted attention, as did the immediacy of the message.