WWF: GOING SOON

Credits & Description:

Category: Best Use of Outdoor

Advertiser: WWF HONG KONG

Product/Service: SHARK PROTECTION

Agency: LEO BURNETT

Date of First Appearance: Nov 5 2010

Entrant Company: LEO BURNETT, Hong Kong, HONG KONG

Executive Creative Director: Victor Manggunio (Leo Burnett Hong Kong)

Creative Director/Copywriter: Wilson Ang (Leo Burnett Hong Kong)

Art Director: Tik Lau (Leo Burnett Hong Kong)

Art Director: Carmen Wong (Leo Burnett Hong Kong)

Account Supervisor: Alan Ng (Leo Burnett Hong Kong)

Account Manager: David Chow (Leo Burnett Hong Kong)

Media placement: Outdoor - MegaBox UA Cinema - 5 November 2010



Insights, Strategy & the Idea

Around 200,000 sharks are killed every day. A popular delicacy in Asia, shark fin soup is endangering the world’s shark population – with Hong Kong accounting for half of the world’s shark fin trade. The brief was to raise awareness of the rapidly dwindling shark population.



Creative Execution

We created a replica based on the framed shark fins found in many traditional Chinese restaurants across Hong Kong. We then installed this replica at UA CINEMAS, replacing the familiar COMING SOON light boxes with the simple title GOING SOON. The cinema is a prime place to reach the younger generation – as they are the ones with the best chance to affect change and put an end to this tradition.



Results and Effectiveness

The awareness of the rapidly dwindling shark population was raised.