Ad Crunch

Getting so close to reality on streets is the latest offering from animal activists that are adding new dimensions to CSR (Corporate Social Responsibility) ads for environmental issues. Lush Fresh Handmade Cosmetics- a company that produces organic cosmetic and beauty products have collaborated with Sea Shepherd Conservation Society. The latter was formally incorporated in 1981 in the state of Oregon (United States) and works for conserving shark populations across the world. Together these two produced an at-your-face; bold and hard-hitting campaign a few days ago. The creative execution of the campaign involved participation� by Lush employee and performance artist Alice Newstead who got her skin pierced with shark hooks. She then chose to be suspended from the window’s ceiling inside the Lush’s Regent Street shop (London, UK).

This gory illustration was done to remind people how gruesome the fight for survival is for these marine creatures. In wild, no body can outrun a shark’s ferocity but man has a penchant for killing these magnificent� fishes for things such as shark fin soup! Lush Cosmetics has created a Shark Fin Soap exclusively for this campaign. The soap made up of seaweed extracts and a cardboard shark fin, is being advertised along with this message to save the sharks. The company will churn out exactly the same number of soaps as are the number of victim sharks killed by humans. It has announced to forward the proceeds of sales from this soap to the Sea Shepherd Conservation Society. The video shows the progress of the campaign.

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Via: Osocio