Animal Concerns Research & Education (acres) Print WEDDING CARDS by Ogilvy & Mather Singapore

WEDDING CARDS

Pin to Collection
Add a note
Industry Public awareness
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director James Daniels
Photographer Charles Chua
Illustrator Thomas Koh
Released April 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: ACRES
Product/Service: CAMPAIGN AGAINST SHARK'S FIN
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Executive Creative Director: James Daniels (Ogilvy & Mather Singapore)
Associate Creative Director/Copywriter: Jatinder Sandhu (Ogilvy & Mather Singapore)
Creative Group Head/Art Director: Elyn Wong (Ogilvy & Mather Singapore)
Assistant Graphic Designer: Eunice Ng (Ogilvy & Mather Singapore)
Photographer: Charles Chua (A Thousand Words)
Illustrator: Thomas Koh (Thomas Koh)
Media placement: Wedding Cards - 500 Mailings - 01 April 2012

Describe the objective of the promotion.
Raise Awareness about the plight of sharks killed for their fins, by making people aware of the dangerously high levels of mercury found in sharks fin soup.

Describe how the promotion developed from concept to implementation.
The key challenge of the promotional design was to not only tell the story of how mercury poisoning can affect you in different ways, but to also generate awareness about a subject consumes have generally become apathetic too.

Explain why the method of promotion was most relevant to the product or service.
The use of traditional Chinese wedding cards, gave us a unique promotional platform to engage people on the subject of shark finning, in a way that had never been done before. Further more, we specifically used the traditional Chinese design and imagery found on the cards to actually tell the story of mercury poisoning in a fresh and unexpected way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Demand for shark’s fin at wedding banquets in hotels and restaurants across Singapore saw significant decreases from previous years. Coverage on bridal websites and blogs contributed to NTUC, Singapore’s largest supermarket chain, pulling all Shark Fin products from its 230 stores several weeks after the campaign launched.

With simple wedding cards, Acres made Singaporeans realise that the best way to start marriages was not to poison them.