Title | THUMBS UP FOR INDONESIA |
Brand | WWF INDONESIA |
Product / Service | NATURAL CONSERVATION PROGRAMME |
Category | D01. Event & Field Marketing |
Entrant | HAKUHODO INDONESIA Jakarta, INDONESIA |
Entrant Company: | HAKUHODO INDONESIA Jakarta, INDONESIA |
DM/Advertising Agency: | HAKUHODO INDONESIA Jakarta, INDONESIA |
Credits |
Name | Company | Position |
---|---|---|
Hoh Woon Siew | Hakuhodo Indonesia | Executive Creative Director |
Eggy Yunaedi | Hakuhodo Indonesia | Creative Director |
Ahmad Zaini | Hakuhodo Indonesia | New Media Art Director |
Soraya Aulia | Hakuhodo Indonesia | Copywriter |
Lucy Novita | Hakuhodo Indonesia | Creative Group Head |
Kemal Pramudya | Hakuhodo Indonesia | Graphic Designer |
Abel Paat | Hakuhodo Indonesia | Graphic Designer |
Mahendra Suyono | Hakuhodo Indonesia | General Manager |
Donny Prasmono | WWF Indonesia | Recruiting Officer |
Intan M Sukarna | WWF Indonesia | Recruiting Officer |
Maitra Faizal | WWF Indonesia | Senior Fundraising Officer |
Auliawarman | Hakuhodo Indonesia | Copywriter |
Brief: WWF wanted to improve Indonesians awareness on WWF conservation programs as well as their individual active participation. Strategy: 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.
We spread these 64 canvases throughout cities in Indonesia and reunited them on August 17th; Indonesia's 64th Independence Day. Once they put together, they will form a giant thumb art installation (13m x 5m) depicting Indonesia land and its surrounding waters, as a symbol of Indonesians commitment to keep the ocean blue and the forest green; like WWF Indonesia has been campaigning for.
Born from the idea “THUMBS UP FOR OUR NATION”, this campaign became 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 forests green.
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.