How do you launch Sharks’ season like no other team in the league had done before?

Literally feed their rivals to great whites.

Sharks’ veterans dressed seal decoys in rivals’ jerseys, before throwing them overboard to their hungry mascot.

The fifteen attack videos were played on match days in the stadium and on social. While the tattered jerseys became scannable posters, which played the specific attack video when scanned. The jerseys were also framed and auctioned to raise money for shark conservation (in Australia at the time, there was a proposed controversial shark cull).

Shortlisted

Cannes PR
Clios PR