The Endangered Wildlife Trust and Sharklife Conservation Group in South Africa have produced the Shark Finning Sundial, a project designed to raise awareness of shark finning. Over 73 million sharks are killed for their fins every year, primarily for use in shark-fin soup. South Africa is a major centre for the shark fin trade. Unconventional sundials, using a fin’s shadow to count the number of sharks slaughtered every year, were placed in busy public spaces across the country. An SMS mechanism allowed people to quickly and easily donate to the cause.
The Shark Finning Sundial campaign was developed at TBWA\South Africa by executive creative directors Matthew Brink, Adam Livesey, Damon Stapleton, creative director/art director Justin Wright, copywriter Mike Vines and agency producer Craig Walker.
The sundial was produced by Greg Pentopoulos at Oaktree Studios and photographed by Clive Stewart.