2013 Winners & Shortlists

Execution

The objective was to re-launch and sample Aloha Tuna in one of the largest malls in Saudi Arabia. With a promise of incredible freshness, it would attract more than the public's attention, in particular tuna's biggest predator; sharks. To demonstrate this, shark-warning signs were placed in the aisles and on the floor. A diver, protected by his shark-proof cage, handed out our tins. We then released flying remote-controlled sharks in the mall. These sharks hunted anyone who netted our tuna, up aisles, in lifts, and even to their car, attracting much attention. Fortunately there were no reports of human loss. The tuna however, didn’t survive.