FIN FOR A FIN
THE SURF FIN THAT STOPS SHARKS BEING KILLED
BRAND CREATION | SOCIAL ENTERPRISE | INTEGRATED CAMPAIGN | DESIGN
Campaign Case Study
When there’s a fatal shark attack, revenge is taken. And it’s done without the surfer’s wishes ever truly being known, as there’s no way for them to communicate it. FIN FOR A FIN is a social enterprise surf brand that believes in the coexistence of sharks and surfers. The specially marked surf fins alert authorities to a surfer’s wishes for the shark not to be killed in the event of an attack. As sometimes the fin is the only thing that survives.
Profits fund shark alert technology and shark behaviour education. Creating a cycle of coexistence. Not killing.
BRAND DESIGN
FIN FOR A FIN is a new brand identity and symbol that represents the coexistence of sharks and surfers. The symbol acts as a visual signal, alerting authorities to a surfer’s wishes for a shark not to be killed in retaliation to an attack.
BRANDED CONTENT
FINFORAFIN.COM
FIN FOR A FIN REGISTRY
The FIN FOR A FIN registry captures the surfer's wishes on a global database, so next of kin and authorities know the surfer wants the shark protected.
BENEFICIARIES
PR & OUTCOME
Shark killing is a divisive issue across the world. FIN FOR A FIN gives a voice to surfers who want to publicly declare their stance on the protection of sharks, even in the wake of tragedy. And in doing so, is empowers them to fund a safer and healthier ocean.
We were also invited to contribute to the Australian Senate hearing into shark mitigation and protection, featured on Discovery Channel's Shark Week. and featured in SHARK ATTACKS, by Blake Chapman.
RESULTS
AWARDS & RECOGNITION
Invited to contribute to the Australian Senate hearing into shark mitigation and protection. Featured on Discovery Channel's Shark Week. Featured in SHARK ATTACKS, by Blake Chapman.
CREDITS
AGENCY: Leo Burnett Melbourne
ROLE: Senior Creative
CREATIVE COLLABORATORS: Alex Metson, Andrew Woodhead, Rob McDowell, Tim Shelley, Jason Williams
YEAR: 2017