Over 73 million sharks are killed for their fins every year, primarily for use in shark-fin soup. South Africa is a major centre for the shark fin trade. The Endangered Wildlife Trust and Sharklife Conservation Group joined forces to bring shark-finning front of mind for South Africans. A limited budget and the prevalence of other equally deserving conservation campaigns were seen as barriers. We produced unconventional sundials, using a fin’s shadow to count the number of sharks slaughtered every hour. These sundials were placed in busy public spaces across the country and an SMS mechanic allowed people to quickly and easily donate to the cause.
Advertising Agency (Name, City, Country): TBWA\Hunt\Lascaris Johannesburg, South Africa Creative Director: Justin Wright Art Director: Justin Wright Copywriter: Mike Vines Producer: Greg Pentopoulos Photographer: Clive Stewart Executive Creative Director: Matthew Brink Executive Creative Director: Adam Livesey Executive Creative Director: Damon Stapleton Published/Released/Aired (Month, Year): 26 March 2012