Kill the Fin Trade

We worked with Sea Shepherd, 72andSunny & AFTRS to start a cultural conversation and put the shark finning debate on the national agenda through the largest live brief ever hosted.

  • Concept Design

  • Curation

  • Production

  • Content Creation

After learning that 38 million sharks end up on the fin trade every year, we worked with non-profit conservation organisation Sea Shepherd to start a cultural conversation and put the shark finning debate on the national agenda, with the help of our friends at 72andSunny, AFTRS and the international creative community.
In the largest live brief ever hosted, 1,200 creative thinkers were given access to a design toolkit which included activist artwork by designer David Carson and shark imagery pulled from UN photographer Michael Muller, while being briefed by Jim Moriarty (Brand Citizenship, 72andSunny) and Ashley Avci (Campaign Leader, Sea Shepherd) to create a live social movement.

Reached 2.8M people worldwide

Artwork submissions from some of the world’s biggest designers including David Carson & Timba Smits

Recruited social advocates worldwide from Japan, Russia, Brazil, USA + more

Coverage in the & even

David Carson
Michael Muller
Michael Muller

It was awesome collaborating with the best creative minds in Australia and the world toward such an important mission. I love that this isn’t just another public service campaign, but rather an opportunity to help inspire the creation of a movement.

Johnny Tan

Executive Creative Director

72andSunny
Timba Smits
Timba Smits
Timba Smits
Keynote Talks
Global
Events