Y&R shanghai: wooden shark coffins by handsome wong Y&R shanghai: wooden shark coffins by handsome wong
oct 07, 2013

Y&R shanghai: wooden shark coffins by handsome wong

Y&R shanghai: wooden shark coffins by handsome wong
all images courtesy of handsome wong of Y&R shanghai




fins eerily protrude out of wooden caskets in this social awareness campaign by handsome wong of Y&R shanghai. the shark-sized coffins are used to emphasize the killing of over 73 million of the species every year just for bowls of soup. their fins only make up a small 2% of their total body weight, and they are brutally sliced off with the dead animals then tossed back into the ocean. the campaign was done in collaboration with IFAW, one of china’s most prominent animal welfare organizations. the intent of the installation was to evoke a response, and to expose the absurd reality that millions of animals needlessly die just for small bowls of soup. visitors to the exhibition were asked to sign a petition pledging their support to stop eating the well known ‘delicatessen’, which more than 49,000 people signed. furthermore, over 700,000 online discussions were generated with 120 media outlets reporting the cause, creating over 50 million impressions worldwide.  



the slaughtering process only uses 2% of the shark’s weight for soup, the rest is discarded



a coffin was placed in public places to draw people’s attention and encourage them to say no to eating shark fin soup



the campaign was done in collaboration with IFAW, one of china’s most prominent animal welfare organizations



a child viewing the coffin



last year alone, IFAW recorded 73 million sharks were slaughtered 



project info:


agency: y&r, shanghai
ECD: nils andersson / kon marinis
CD: anam as / handsome wong
art director: handsome wong
desinger: handsome wong
copywriter: yin-yin wu / joana mosa
typographer: leslis sim / jack li
producer: nicolo miao 



designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

have something to add? share your thoughts in our comments section below.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

art news