The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.