Leo Burnett - Cultural Fuel

To blame the cruelty of  ”finning” -  an inhumane practice of hacking off the shark`s fins and throwing its still living body back into the sea -  Y&R, Frankfurt developed a powerful and involving mailing for the initiative “the Sharkproject”.

The envelope has been made of rough, grey coloured paper, similar to a shark skin. The top side of the envelope has been marked where to cut it off. When opening the letter a bloody fin is revealed.

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