Greenpeace
100% Brutal
How do you convince the New Zealand government to ban Shark fishing?
The problem
Greenpeace wanted the New Zealanders government to outlaw fishing for shark fins in their waters. Shark fin soup is a Chinese delicacy that results in shark's being slaughtered just for their fins.
The insight
In reality the audience for this campaign wasn't the public, it was the New Zealand government. They were the ones we wanted to change.
The idea
New Zealand has a reputation for being a cool, laid back and inoffensive nation. So when reputation is so important, how would they react when it's publically tainted?
We created a brand of New Zealand shark fin soup, and fed it to the internet trolls.
Then we let the vitreol of the comments section do the rest.
