Shark fin soup is a traditional dish in China, Taiwan, and Hong Kong and widely eaten in Southeast Asian countries with large Chinese populations, such as Singapore, Malaysia, Vietnam, and Thailand.

In Thailand, it is a symbol of wealth, status, and celebration and so frequently served at special occasions and proudly shared across social media. At the same time, growing awareness around marine conservation has led to increasing public criticism whenever shark fin consumption appears online. An18-fold increase in fishing since 1970 had already caused a global decline in oceanic shark (and ray) populations by 2021.

Rather than creating a new movement, WildAid and BBDO Bangkok recognised that a powerful one already existed. One that they could use. Concerned people were already commenting, questioning, and challenging shark fin consumption whenever they encountered it on social media.

Their campaign, Team Shark, transformed these scattered acts of online accountability into #TeamShark – a collective movement empowering ordinary people to become advocates for sharks.

The campaign launched with a film designed to mirror a familiar social media experience. A family proudly posted a photo of their shark fin meal online, expecting admiration and celebration. Instead, the post became flooded with comments from #TeamShark members.

Rather than relying on expert testimonials or environmental statistics, the story unfolded entirely through social media comments. Each comment revealed a different consequence of shark fin consumption, from damaged marine ecosystems and disrupted food chains to the declining shark population in Thai waters. By turning the comment section itself into the storytelling device, the film transformed a familiar social media behaviour into an educational experience. Audiences did not simply watch social pressure surrounding shark fin consumption, they experienced it first-hand.

At the end of the film, viewers were invited to join #TeamShark and continue the movement online, using the same social dynamics that already existed to help change attitudes toward shark fin consumption.

By turning social pressure into collective action, the WildAid campaign shows how public opinion can influence behaviour faster than formal regulation, in this case encouraging people to reconsider a long-standing cultural practice and become part of a growing movement for shark conservation.

Credits

Creative Agency BBDO Bangkok
Chief Creative Officer: Pathida Akkarajindanon
Executive Creative Director: Warunyoo Sorasetsakoon
Copywriter: Panupong Nakju
Art Director: Phanus Sobsamai
Agency Producer: Toungrak Chiravatanarungsri
Senior Project Manager: Autcharawan Laohachataroop
Head of Brand & Digital Planning: Prasit Kunanuphanchai
Senior Strategic Planning Manager: Kan Tanarattananon
Group Account Director: Potjanin De Souza
Account Executive: Monrada Umpornsithikul

Production Company: Humour House
Director: Pruk Pramted
1st Assistant Director: Pheeraphat Turmmahaworng
Producer: Tiwaporn Pattarabovonkul
Assistant Producer: Thanyaporn Waikittipong
Cinematographer: Chalongwut Chorruangsak

Editor: Watcharapong Sringoen
Grade: Phiradon Witcharonasorn
VTR: Pichet Prasertsin
Sound Mix: Auttawood Chinchanakarm
Post Producer: Varinthorn Penvajeekul