SUB CATEGORY :

BEST USE OF DIRECT AMBIENT: SMALL SCALE

COMPANY ENTERING :

LEO BURNETT MELBOURNE, MELBOURNE

TITLE :

FIN FOR A FIN

BRAND :

GLIDE FINS

ADVERTISER :

GLIDE FINS

AGENCY :

LEO BURNETT, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

EXECUTIVE CREATIVE DIRECTOR :

ANDREW WOODHEAD

COPYWRITER :

ALEX METSON

ART DIRECTOR :

BLAIR KIMBER/ROB MCDOWELL

LEAD DEVELOPER :

LUKE TORNEY

RETOUCHER :

ADRIAN GAROFALO

DESIGNER :

JOSHUA ARMSTRONG/TIM SHELLEY/BLAIR KIMBER

3D MODELLING :

PAUL CHARMAN

ACCOUNT DIRECTOR :

RHYS THOMAS/MONICA LEWIN/DAVID OFFENBACH–ABBOTT

STRATEGIC PLANNER :

MONICA LEWIN/DAVID OFFENBACH–ABBOTT

AGENCY PRODUCER :

GARY ARNAS

SENIOR DIGITAL PRODUCER :

NICK BAUM

PRINT PRODUCER :

KAELENE MORTON

POST-PRODUCTION COMPANY :

STUDIO PANCHO, SYDNEY

EDITOR :

JUSTIN OLEYAR

SOUND PRODUCTION COMPANY :

GUSTO MUSIC, MELBOURNE

THE BRIEF :

THE OCEAN IS A SHARK’S HOME. IT’S THEIR DOMAIN. SURFERS UNDERSTAND THE RISKS OF GETTING IN THE WATER. YET, WHEN THERE’S A SHARK ATTACK, IT FUELS AN ATMOSPHERE OF HYSTERIA THAT LEADS TO THE VENGEFUL, MASS CULLING OF ONE OF THE WORLD’S OLDEST CREATURES. AND IT HAPPENS WITHOUT THE SURFER’S WISHES EVER TRULY BEING KNOWN, AS THERE’S NO WAY FOR THEM TO COMMUNICATE IT. SO, IN PARTNERSHIP WITH WORLD-RENOWNED FIN MAKERS, GLIDE FINS, WE SET OUT TO ESTABLISH A NEW SYMBOL THAT GIVES SURFERS
A VOICE IN THE EVENT OF TRAGEDY, BREAKING THE CYCLE OF KILLING.

THE STRATEGY :

WE CHOSE TO TARGET THE GRASSROOTS SURF COMMUNITY, WHICH HAS
A DEEP BOND WITH THE OCEAN. TO GET THEIR ATTENTION, WE STARTED FROM SCRATCH; CREATING A NEW SURF FIN THAT WOULD SYMBOLISE
THE COEXISTENCE BETWEEN SHARKS AND SURFERS. IN DOING THIS WE INTEGRATED THEIR PASSION WITH THEIR CONSERVATIONIST STANCE.
WE IDENTIFIED THAT IN ORDER TO GET SUPPORT FROM THE TIGHT KNIT SURF COMMUNITY WE NEEDED SOMEONE TO HERO FIN FOR A FIN. WE ENGAGED SHARK ATTACK SURVIVOR AND ADVOCATE, MIKE COOTS AS OUR AMBASSADOR. THIS GAVE INSTANT CREDIBILITY AND CREATED AN ENGAGING AND TRUTHFUL NARRATIVE TO BACK OUR CAMPAIGN.

THE EXECUTION & CRAFT :

IN THE EVENT OF A SHARK ATTACK, OFTEN THE SURF FINS ARE THE ONLY THING THAT ARE LEFT INTACT. SO, WE RE-CONTEXTUALISED THE FIN AND TURNED IT INTO A POWERFUL AND POSITIVE STATEMENT. THE FINS ARE DESIGNED TO ACT AS A VISUAL SIGNAL THAT ALERTS AUTHORITIES TO
A SURFER’S WISHES FOR THE SHARK NOT BE KILLED IN THE EVENT OF
AN ATTACK, TELLING THE WORLD, “IF MY LIFE’S TAKEN, DON’T TAKE THEIRS.” THE CAMPAIGN LAUNCHED WITH A FILM FEATURING MIKE COOTS, TELLING HIS STORY AND INTRODUCING FIN FOR A FIN AS A VOICE FOR SURFERS WHO WANT SHARKS PROTECTED.

THE RESULT :

SHARK KILLING IS A DIVISIVE ISSUE ACROSS THE WORLD. FIN FOR A FIN HAS BEEN EMBRACED BY SURFERS AND SHARK CONSERVATIONISTS ALIKE. FIN FOR A FIN HAS SPARKED A NEW AND POSITIVE CONVERSATION, AMPLIFYING THE VOICES OF A NICHE DEMOGRAPHIC WHO WANT TO PUBLICLY DECLARE THEIR STANCE ON THE PROTECTION OF THE SHARKS, EVEN IN THE WAKE OF TRAGEDY. AND IN DOING SO, IS EMPOWERING THEM TO FUND A SAFER AND HEALTHIER OCEAN. WITH JUST 10K MEDIA SPEND THE CAMPAIGN HAS REACHED OVER 31 MILLION PEOPLE, GENERATED $310K EARNED MEDIA AND HAD OVER 5 MILLION VIDEO VIEWS.