2016年4月19日，周五。为了保护濒临灭绝的鲨鱼品种，奥美最新的公益宣传片将矛头指向了香港鱼翅宴。本片将登陆youtube与facebook，无情的向人们展示了如果不改变现状的话，这种人们口中传统的美食将会面临怎样的下场。
Friday April 29, 2016 – Ogilvy & Mather has launched a new Public Service Announcement (“PSA”) that targets Hong Kongers’ vast consumption of shark fin soup, in the face of the species’ threatened extinction. The film, which will air on You Tube and Facebook, pulls no punches in demonstrating the horrific consequences of the territories’ age-old, popular menu item.
鲨鱼已经在地球上生存了超过400万年，但是近15年来，由于过度捕捞导致该品种数量大幅下降。香港是鱼翅的主要消耗地，而鱼翅汤则因其富裕昌盛的象征长久以来都是香港婚礼上的一道必不可少的菜品。根据一项调查，在2016年提供夜饭的375家餐馆中，超过98%的中餐馆都为其顾客提供鱼翅类食品。奥美的广告片展示了一个残忍的现实：鲨鱼被捕捉后割去鱼鳍然后扔回海中，等待这些丧失鳍的鲨鱼来说，只有死亡的命运。广告的目标受众直至年轻一代群体——年轻的新婚夫妇在婚礼上割下了鲨鱼的鳍——以此来传达一个信息：每一场香港婚礼中，就有30只鲨鱼被杀害。
Sharks have been on the planet for more than 400 million years, but in the last 15 years overfishing has sharply reduced their numbers. Hong Kong is one of the largest consumers of shark fins, and shark fin soup is often served at weddings because of its ancient associations with wealth and prosperity. Over 98% of a sample of 375 traditional Chinese restaurants surveyed offered shark fin on their 2016 Chinese New Year menus. Ogilvy & Mather’s film depicts the graphic reality of sharks being hunted for their fins and cruelly left to die in the ocean. Targeting younger audiences, it shows a Hong Kong bride and groom on their wedding day, cutting off a shark’s fin on a boat. The powerful message is intended to remind audiences that for every typical wedding in Hong Kong, 30 sharks die unnecessarily.
奥美香港首席创意官Reed Collins说：“我们感到非常自豪能和香港护鲨协会和野生拯救协会的合作。同时我们也百分之百支持他们的事业。这则公益宣传片挑战了香港人的传统观念，鼓励他们为保护鲨鱼这一重要海洋生态构成而做出自己的贡献。”
“We are enormously proud of our partnership with Hong Kong Shark Foundation and WildAid, and are 100% supportive of the important work they do,” said Reed Collins, Chief Creative Officer, Ogilvy & Mather Hong Kong. “Our PSA will challenge the traditional practices of Hong Kongers and ask them to step up for the sake of sharks, who are a critical part of the world’s precious marine ecosystem,” he added.
制作人员名单：
- 首席创意官：Reed Collins
- 创意总监：Roy Yung, John Koay, Matthew Nisbet
- 助理创意总监：Spring Liu
- 制片人：Jacqueline Ho
- 执行合伙人：Samson Choi
- 客户助理：Neville Tam
- 制片与特效公司：TREACLE
- 导演：Tom Mitchell
- 制片人：Josie Mitchell
- 摄影师：Oliver Merz
Credits:
- Chief Creative Officer: Reed Collins
- Creative Director/s: Roy Yung, John Koay, Matthew Nisbet
- Associate Creative Director: Spring Liu
- Producer: Jacqueline Ho
- Managing Partner: Samson Choi
- Account Coordinator: Neville Tam
- Production and VFX: TREACLE
- Director: Tom Mitchell
- Producer: Josie Mitchell
- D.O.P: Oliver Merz
香港护鲨协会
- 香港护鲨协会是一个旨在唤醒人们保护鲨鱼意识的志愿组织。作为食物链顶端的捕食者，鲨鱼是海洋食物链中的重要组成部分。由于对于鲨鱼的需求日增，导致了该品种数量的锐减，甚至某些品种已经濒临灭绝。鲨鱼的灭绝会破坏脆弱的生态系统，从而给环境带来难以想象的破坏。每年超过1000万的鲨鱼被捕捉用以制成鱼翅及其他用途。其中50%的产品被运往香港。香港护鲨协会相信对于一座城市来说，这将是一个难得的机会能为全球生态做出自己的贡献。请为减少香港及至全球的鲨鱼的捕杀尽自己的一点微薄之力。
- hksharkfoundation.org
About HK Shark Foundation
- Hong Kong Shark Foundation is a voluntary group dedicated to raising awareness about the importance of sharks in the marine ecosystem. As apex predators, sharks are a crucial part of the marine food chain. The demand for shark products has contributed to the rapid decline of many species, with several already nearing extinction. Removing sharks from our oceans will threaten the delicate balance of ecosystems that are valuable sources of food and key elements in regulating our climate. Every year, over 100 million sharks are caught worldwide for shark fins and other products, with over 50% of the world’s shark fin being traded through Hong Kong alone. HKSF believes this a rare opportunity for one city to make a significant impact on a global scale. Please act now to help reduce the consumption of shark products in Hong Kong and save the world’s sharks.
- hksharkfoundation.org
关于野生救援
- 野生救援的主要任务是通过宣传与保护意识教育来提高人们的野生保护意识，阻止野生动物在全球范围内的非法交易。野生救援是唯一一家致力于减少人们对于鲨鱼需求的机构。“没有买卖就没有伤害”——这一简洁而有力的口号呼吁人们认识到人类活动对于濒危品种构成的威胁。在人类出现前，鲨鱼在这个星球上已经生存了数百万年并长期处于食物链的顶端。人类是导致鲨鱼濒临灭绝的主要原因，同时也是拯救他们的唯一力量。
- www.wildaid.org
About WildAid
- WildAid’s mission is to end the illegal wildlife trade in our lifetimes by reducing demand through public awareness campaigns and providing comprehensive marine protection. WildAid is the only organization focused on reducing the demand for these products, with the strong and simple message: ‘When The Buying Stops, The Killing Can Too!’ WildAid’s campaigns focus on reducing the human threat to endangered species. These animals have existed on our planet for millions of years and usually sit at the top of their food chains with no natural predators – except humans. People are the problem – but people are also the solution.
- www.wildaid.org
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