Cannes Lions

Celebrate marriage, refuse the slaughter of sharks

I2MAGO, Guangzhou / WILDAID / 2019

Presentation Image
Demo Film
Presentation Image

Overview

Entries

Credits

Overview

Background

In recent years, the number of sharks has plummeted, and one-third of the sharks on the planet are facing extinction. More than 73 million sharks are killed each year for their fins. According to the survey, China is the world's largest consumer and trader of shark fins, and wedding banquets are the mainstream market for shark fin consumption. In southern China, there has always been a tradition of serving guests with shark fin soup at wedding receptions. Being cut off their fins and abandoned to die is the ultimate fate of a lot the sharks.

Idea

The poster was launched in outdoor platforms such as metro stations and airports in Guangzhou and Shenzhen. The poster is combined with mobile phone H5 to trigger interaction on social media that led to second transmission. The animated short film was launched on major video platforms.

Strategy

It has received 3.56 million broadcasts on CCTV and The People’s Daily video website, and 1.5 billion total readings on Chinanews.com. It was features by mainstream media such as South China Daily, Beijing Evening News, Jiemian news, Art and design. The media reports have been widely disseminated and re-posted nationwide. The public's response to the shark fin free wedding campaign has been very positive so far.

Execution

The poster was launched in outdoor platforms such as metro stations and airports in Guangzhou and Shenzhen. The poster is combined with mobile phone H5 to trigger interaction on social media that led to second transmission. The animated short film was launched on major video platforms.

Outcome

. It has received 3.56 million broadcasts on CCTV and The People’s Daily video website, and 1.5 billion total readings on Chinanews.com. It was features by mainstream media such as South China Daily, Beijing Evening News, Jiemian news, Art and design. The media reports have been widely disseminated and re-posted nationwide. The public's response to the shark fin free wedding campaign has been very positive so far.

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