You have just finned a shark.

A very original, powerful and brilliant thinking.

Shock value is probably what’s needed for this subject matter. Nature networks themselves like Discovery and National Geo have not built up a lot of sympathy for sharks. They have convinced the public that sharks are nothing more than man eaters and deserve to be killed.

The Sharkproject is an initiative to raise awareness about the threat of shark extinction, cantered on “fining” – a practice, in which the shark is caught, their fins cut off and the rest of the animal thrown back to the sea. This mailing is printed on rough paper similar to a shark’s skin and tells the recipient where to cut the envelope open, revealing a bloody shark fin stump. “You just finned a shark, this leaves the recipient feeling guilty a little perhaps.

• Advertising Agency: Y&R, Frankfurt, Germany

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