PALAU PLEDGE

Grand Prix

Case Film

Presentation Image

TitlePALAU PLEDGE
ClientPALAU LEGACY PROJECT
Product/ServicePALAU PLEDGE
CategoryA01. Creation of a new Brand Identity
EntrantHOST/HAVAS Sydney, AUSTRALIA
Idea Creation HOST/HAVAS Sydney, AUSTRALIA
PR RED AGENCY Sydney, AUSTRALIA

The Campaign

To promote sustainable actions, a bold entry visa process was created: Arrivals MUST sign a pledge, stamped in their passports, to be good environmental stewards. Signed before an officer, this eco-promise is dedicated to Palau’s children. The stamp is central to the campaign. Physicals stamps of the Pledge, type and icons were made. Their imprints were scanned and applied to all campaign elements. The logo, inspired by the Palau flag and “sign here” symbol, is incomplete until signed.

Creative Execution

The Passport Stamp was designed in 5 key language versions: English; Chinese (Simplified); Chinese (Traditional); Japanese; and Korean. The Pledge logo, inspired by the Palau flag and universal “sign here” symbol, is incomplete until signed Each new signatory creates a new, personalised iteration of the logo. The Pledge itself is a formal promise to Palau's children to protect and preserve their home. Workshops with Palau’s children produced key phrases used in the Pledge. Visitors receive the stamped Pledge in their passports at Immigration (airports, seaports). They must read and sign the agreement before an Immigration Officer to gain entry. (Officers received training in the new process.) Physical stamps of the Pledge, Logo, Pictograms and Typography were fabricated. Their imprints were digitally scanned for authenticity and applied to the following supporting media: passport brochure; airport posters; signage around the island; and social media posts.

Indication of how successful the outcome was in the market

Launched at the UN, the Pledge garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is local and global: • Over 2 million tourists will sign Pledge within first 10 years • In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend) • Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State) • The first country to incorporate environmental practices into its immigration laws While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.

Credits

Name Company Position
Seamus Higgins Host/Havas Executive Creative Director
Gustavo Vampre Host/Havas Creative Director
Paul Bootlis Host/Havas Creative Director
Josh Bryer Host/Havas Digital Creative Director
Gustavo Vampre Host/Havas Senior Art Director
Gustavo Vampre Host/Havas Senior Art Director
Stu Alexander Host/Havas Senior Art Director
Paul Bootlis Host/Havas Senior Copywriter
Daniel Fryer Host/Havas Senior Copywriter
Darren Cole Host/Havas Head of Design
Nic Adamovich Host/Havas Senior Designer
Dylan Reid Host/Havas Digital Designer
Serlina Wong, Michael Macgregor Host/Havas Designer 
Pip Snelling Host/Havas Senior Finished Artist/Designer 
Alex Ball Host/Havas Client Business Director
Maggie de Goede Host/Havas Account Manager
Mark McKissock Host/Havas Social Director 
Shea Warnes Host/Havas Senior Digital Strategist 
Beau Simmons Host/Havas TV & Video Editor 
Ros Payne Host/Havas Senior Broadcast Producer 
Andrew Sambell, Megan Evans Host/Havas Digital Producers
Adam Shutler, Rhys Hobbs Host/Havas UX
Thea Clausen Host/Havas Senior Print Producer 
Andrew Sambell, Megan Evans Host/Havas Digital Producers
Enric Sala National Geographic Photographer
Adam Shutler, Rhys Hobbs Host/Havas UX
Peter Pippen Host/Havas Senior Strategic Planner
Edward Scrivens Host/Havas Junior Strategist
Adam Freedman Red Agency Head of Consumer
Alan Dickson Yukfoo Producer and Creative Director
Katie Lettice, Jackie Holt, Andrea Philips, Caroline Jeffery, Madeline Mullins, Sarah Dillon Red Agency Account Executives
Evan Viera, Tommy Wooh ROYGBIV Directors
Sean Izzard The Pool Collective Photographer
Jed Kurzel Independent Composer
Abigail Sie Song Zu Sound Designer
Enric Sala National Geographic Photographer
Alan Dickson Yukfoo Producer and Creative Director
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