After learning that 38 million sharks end up in the fin trade every year, Sea Shepherd wanted to start a cultural conversation in Australia with the help of the creative community.

So, we worked with Semi Permanent, the biggest creative festival in the Southern Hemisphere, to create the largest live brief ever hosted. To get our creatives under the same roof, we launched a campaign that included activist artwork by designer David Carson and shark imagery from UN photographer Michael Muller. 1,200 creative thinkers showed up to the briefing, which was also broadcast via Stab magazine to the world.

We reached 2.8 million people with our message, many of whom sent activist artworks to politicians in countries like Japan, Russia, Brazil, the USA and more.