| Title | Soup or Salad |
| Agency | the community |
| Campaign | Shark Fin Soup |
| Advertiser | Oceana |
| Brand | Oceana |
| Date of First Broadcast/Publication | 2015 / 6 |
| Business Sector | Environmental & Ecological Issues |
| Story | The community ’s Chief Creative Officer Jose Mollá never thought much about sharks until one bit him on the leg five years ago, and he had to get 80 stitches. He’s been working to save them ever since and enlisted the talents of innovative cross-cultural agency the community, to create a pro bono awareness campaign about the environmental hazards of shark-fin soup, a popular dish in large regions of the world. To make this soup, sharks must be stripped of their fins and tails while still alive, and then they are tossed overboard to drown on the ocean floor. Global demand for shark-fin soup is pushing several species of sharks to the edge of extinction. On behalf of Oceana, an international organization founded in 2001 dedicated to achieving measurable change in the health of the world’s oceans, the community created a print and outdoor campaign, mostly running in Florida, to bring attention to “shark finning.” The ads highlight the consequences of shark fin soup by placing familiar restaurant language – “soup or salad?” and “all you can’t eat” – alongside shocking images of finned sharks. |
| Media Type | |
| Designer | Massimo Leone |
| Producer | Andy Murillo |
| Chief Creative Officer, Copywriter | José Molla |
| Account Director | Daniel Gergely |
| Art Director | Aaron Willard |
| Copywriter | Aaron Zimroth |
| Project Manager | Andrea Hernandez |
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