WWF Singapore: Enter the World of Sustainable Seafood, Sharkfin

When you eat a bowl of shark fin soup, you consume only 40 grams of the fish.

How will you ever swallow the remaining 400 kilos of discarded shark?

Advertising Agency: Ogilvy & Mather Singapore

Executive Creative Director: Robert Gaxiola,

Creative Director: Eric Yeo

Copywriter: Robert Gaxiola

Art director: Eric Yeo

Planners: Huiwen Tow, Tania Chan

Account servicing: Dan Gibson, June Foo

Art buyer: Iskandar Abdul Kader

Photography: Edmond Ho

Food styling: Anderson Ho

Production company: Jambu Studio

Post-production & DI: Kriz Chiu

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10 comments

gon_enelcamino's picture
gon_enelcamino
838 pencils

cuando comés un asado no cortás tu porción de vaca y tirás el resto... no digo que esté bien desayunar tiburón, pero la campaña está mal enfocada

keithstoeckeler's picture
keithstoeckeler
425 pencils

Doesn't look appetizing to me. And that's an awful lot of copy.

Leighwritescopy's picture
Leighwritescopy
20 pencils

The top left paragraph could easily go without the ad losing any meaning.

Billoughsby's picture
Billoughsby
5091 pencils

I'm either/or on this. Which is to say, pick the copy chunk you want, the left-hand one or the center one, and go with it. Having the two throws the ad out of balance.

In terms of content and message, this is an important ad, don't get me wrong. But it smells of classic client back-peddling and second-guessing, the crippling effect of committee-think and wanting to have it both ways.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

riyelam's picture
riyelam
370 pencils

yummy :-P

Guest's picture
Guest

The World Wrestling Federation now does soup?

I'm in! ;o)

Guest's picture
Guest

is there a reason why the shark is upside down?

Miss Copywriter 22's picture
Miss Copywriter 22
175 pencils

@ guest...cause its dead..duh ! thats what big fish and small fish do when they die...get upside down...

Guest's picture
Guest

its lunch time right now and i'm starving.. could you pass the soup please??

fotdot's picture
fotdot
673 pencils

Hmmmm... not good. And I'm talking about the concept, not the food.

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