Say no to finning

Who says DM isn't cool? This envelope really cuts to the chase.


advertiser: The Sharkproject
agency: Y&R, Frankfurt

The Sharkproject is an initiative based in Frankfurt, Germany that aims to raise awareness regarding the potential for shark extinction. It focuses on finning, a practice in which a shark’s fin is severed from its body and the rest of the creature is tossed back into the sea. The pictured mailing by Y&R in Frankfurt is printed on rough paper to mimic a shark’s skin, and tells the recipient where to cut open the envelope, revealing a bloody shark fin stump and copy that reads ‘You have just finned a shark.’