Hong Kong Shark Foundation Promo, Case study BLOODY WEDDING INVITATION by Ogilvy & Mather Hong Kong

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BLOODY WEDDING INVITATION

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Ogilvy & Mather Hong Kong
Executive Creative Director Sandy Chan, Simon Handford
Creative Director Francis Chung, Roy Yung
Art Director Chika Tsang
Released August 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HONG KONG SHARK FOUNDATION
Product/Service: SHARK-FREE WEDDING
Agency: OGILVY & MATHER
Executive Creative Director: Sandy Chan (Ogilvy & Mather Group HK)
Executive Creative Director: Simon Handford (Ogilvy & Mather Group HK)
Creative Director: Francis Chung (Ogilvy & Mather Group HK)
Creative Director: Roy Yung (Ogilvy & Mather Group HK)
Art Director: Chika Tsang (Ogilvy & Mather Group HK)
Account Manager: Paul Lam (Ogilvy & Mather Group HK)
Media placement: Give-Away - Wedding Expo - 31 August 2011

Insights, Strategy & the Idea
Each year, over 78 million sharks are brutally slaughtered for their fins. This is mainly due to Chinese weddings where shark fin soup is served to guests as a symbol of the host's wealth and status. Shark-finning is cruel and inhumane because the shark is still alive when its body is thrown back into the sea. The Hong Kong Shark Foundation want people to think twice before eating or putting shark fin on the menu.

Creative Execution
We designed a special wedding banquet invitation card with a special printing effect that makes your hands go red when you take it out. Inside, there is a message about how cruel and shocking shark-finning is. During wedding exhibitions, we will dress up a Chinese couple in traditional wedding gowns to personally hand-out the invitations.

We hope the media will talk about it and we estimate over 1,000 people will get the DM and sign up to HKSF's online campaign.

Results and Effectiveness
Websites, newspapers and radio programmes will talk about it.
Discussions are well under way to rolling this idea out, and we aim to have over 1,500 people receive the DM invitiation and sign up to HKSF's online campaign.