Kill the Fin Trade campaign via 72andSunny, Semi Permanent, Sea Shepherd + AFTRS gains speed

In its first collaboration, 72andSunny, Semi Permanent, Sea Shepherd, and AFTRS (Australian Film, Television and Radio School) have created a campaign to create a cultural conversation about the trade of shark fins called Kill the Fin Trade.

Out of the 100 million sharks killed each year, at least 38 percent of them end up on the fin trade. Australia is not immune – doubling its export of shark fin to 10,575kg, while also importing 3933kg in 2016.

The campaign kicked off a couple of weeks ago with a live experiment at Semi-Permanent where 72andSunny and Sea Shepherd engaged 1200 designers to help tackle the issue in Australia by kickstarting a cultural movement for people to create and share creative assets globally.

Since that moment the campaign has gathered momentum and is now out in the real world with wild-postings of Michael Muller’s donated photography in Sydney, and a creative repository of shareable work from world class designers such as David Carson, Timba Smits, Robert Nakata and, short films produced by the next generation of creative talent from AFTRS, that can be found at www.killthefintrade.com.

The campaign has also seen a mixture of talent ranging from musician Xavier Rudd, typographer Gemma O’Brien, and peace activist Danny Lim, getting involved.

Says Johnny Tan, ECD, 72andSunny AsiaPac: “It was truly awesome collaborating with some of the best creative minds in Australia and the world towards such an important mission. I love the fact that this isn’t just another public service campaign, but rather an opportunity to help inspire the creation of a movement, in a way that goes well beyond the walls of 72andSunny.”