Agency Network: 
September 2008

Print advertisment created by Leo Burnett, Hong Kong for Greenpeace, within the category: Public Interest, NGO.

Not all traditions deserve to be preserved. Put an end to whaling in Japan.

Advertising Agency: Leo Burnett Hong Kong
Creative Directors: Chong Kin
Art Directors: Kenny Ip, Jacky Tong
Copywriters: Chong Kin, Jove Cheung
Illustrator: Thomas Ho
Photographer: Lewis Ho
Photo Retoucher: Bon Leung

Comments (14)

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eject's picture
Activity Score 69

Great Art!! Merry Christmas

Guest's picture

High-impact creative, but suspect Greenpeace will be best served by focusing on ecology, not attacking cultural values.

Guest's picture

I disagree. Since the ecological damage is rooted in a cultural value I think going to the source is very effective. It allows Greenpeace to show that they´re not against cultural traditions and values, just those that have negative ecological consequences.

Guest's picture

for this kind of message to work, it has to come from a japanese group. outsiders like greenpeace will have no impact.

Bye's picture
Activity Score 1464

Even more so when they are Chinese.

punk's picture
Activity Score 182

I agree.


Guest's picture

What do tattoos have to do with the topic? It seems to be just because.

sneakyhands's picture
Activity Score 1857

the link is tradition. this style of tattoo is very japanese, so they are making the link between that and the tradition of whaling. however, it is interesting that they are using yakuza style tattoos as a reference between the normal tradition and the tradition they'd like to change. since the tattoos are associated with organized crime it's a bit of a grey area, but i guess it works. whaling is definitely bad, so a little grey area doesn't hurt.

Guest's picture

Thanks. It's nice to find someone here willing to provide helpful information, instead of the usual smart-ass negative commentary one typically gets when they either don't like, or don't get a particular ad. I actually learned something from your response that helped me understand these adverts. A million thanks to you, sneakhands.

izmild's picture
Activity Score 770

ART! Good copy but the guy is better the japanese

Guest's picture

love the concept! but not sure if tatoo is a good tradition under the eyes of chinese people/ conservative people...

Guest's picture

yakuza and whaling= bad tradition, this is the idea,
nice ad, nice art

Guest's picture

now this comment hits the sweet spot.

mattndan's picture
Activity Score 953

I think the ideas to do with the japanese tradition of full body tattooing:

Not Yazuka.