Background

The Tubbataha Reefs is a marine sanctuary and a protected area in the Philippines. It is home to some of the rarest forms of marine life in the world. The reef took more than 15 million years to form, but in 2013, more than 6000 square meters of it was destroyed by humans in seconds.

Describe the creative idea (40% of vote)

Artists from the Paper Cutters Guild of Philippines created awareness for all Filipinos about the fragility of the Tubbataha Reefs.

Describe the execution (40% of vote)

For 3556 hours, they recreated a portion of the reefs on over 46,000 square inches of paper, cutting out species of corals and other marine life endemic to the area. The installation was presented in a one day art exhibition, but in front of guests and visitors, it was easily destroyed in seconds, dramatizing the fragility of one of the biggest marine ecosystems in the world.

List the results (20% of vote)

The exhibit earned praise online in support of the Tubbataha Reefs, capturing the attention of Filipino nature activists, the general public, and even viewers from other countries. The campaign video also became the most viewed content in the Tubbataha Reefs Natural Park and World Heritage Facebook page, increasing its following to 18,800 and earning a record-number of hits on their website.