GOING SOON by Leo Burnett Hong Kong for WWF

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GOING SOON

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Victor Manggunio
Art Director Carmen Wong, Tik Lau
Account Supervisor Alan Ng
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: WWF HONG KONG
Product/Service: SHARK PROTECTION
Agency: LEO BURNETT
Date of First Appearance: Nov 5 2010
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Victor Manggunio (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wilson Ang (Leo Burnett Hong Kong)
Art Director: Tik Lau (Leo Burnett Hong Kong)
Art Director: Carmen Wong (Leo Burnett Hong Kong)
Account Supervisor: Alan Ng (Leo Burnett Hong Kong)
Account Manager: David Chow (Leo Burnett Hong Kong)
Media placement: Outdoor - MegaBox UA Cinema - 5 November 2010

Insights, Strategy & the Idea
Around 200,000 sharks are killed every day. A popular delicacy in Asia, shark fin soup is endangering the world’s shark population – with Hong Kong accounting for half of the world’s shark fin trade. The brief was to raise awareness of the rapidly dwindling shark population.

Creative Execution
We created a replica based on the framed shark fins found in many traditional Chinese restaurants across Hong Kong. We then installed this replica at UA CINEMAS, replacing the familiar COMING SOON light boxes with the simple title GOING SOON. The cinema is a prime place to reach the younger generation – as they are the ones with the best chance to affect change and put an end to this tradition.

Results and Effectiveness
The awareness of the rapidly dwindling shark population was raised.