Brand Experience and Activation > Use of Promo & Activation

THUMBS UP FOR INDONESIA

HAKUHODO INDONESIA, Jakarta / WORLD WILDLIFE FUND (WWF) / 2010

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

Overview

ClientBriefOrObjective

WWF wants to improve Indonesians awareness on WWF conservation programs as well as their individual active participation.

Implementation

Indonesians are patriotic and have high sense of nationalism. We use this unique trait to promote individual active participation amongst Indonesian people in WWF nature conservation programs to raise nationwide awareness in the importance of building and defending their motherland.

Outcome

Monumen Tanah Airku is the first and biggest collaborative monument in Indonesia with more than 50,000 thumb prints. This movement is also supported by public figures, community leaders, top state officials, including M, Jusuf Kalla, the Vice-President of Indonesia. In only 2 months, 7.579 new WWF volunteers signed up, over 100.000 web search result and more than Rp. 1 billion worth of free media and press coverage. This monument is currently exhibited throughout Indonesia and will become the permanent collection of the Indonesia National Museum.

Relevancy

Born from the idea; “THUMBS UP FOR OUR NATION” We made this campaign as a petition. Instead of using signatures, we ask people to put their thumb prints using green and blue ink on square canvas. Once these 64 canvases are put together at the exact date of Indonesia’s 64th independence day on August 17th , they form a giant thumb art installation (13m x 5m) depicting Indonesia land and its surrounding waters, as a symbol of commitment to keep the ocean blue and the forest green.

More Entries from Event and Field Marketing in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
REPLAY

Best Integrated Campaign Led by Promotion and Activation

REPLAY

GATORADE, TBWA\CHIAT\DAY LA

(opens in a new tab)

More Entries from HAKUHODO INDONESIA

24 items

Gold Cannes Lions
ARABMERICAN

Commercial Public Services

ARABMERICAN

BERLITZ LANGUAGE CENTER, HAKUHODO INDONESIA

(opens in a new tab)