The execution couldn't have been more relevant. By creating a beach full of life-sized turtles, the public were instantly engaged - they could see for themselves the wonder of these beautiful creatures.The visual cut though was instant - it was impossible not to notice the 'work'.And the interaction of allowing the public to discover and turn over the turtles themselvesdramatised our message perfectly.Creating a campaign like this for IFAW suited the brand perfectly, as they don't have thebudget to do vast mail drops, so the free PR we gained was priceless for them.