Wildaid: Sea-Turtle Warriors
Social Campaign; Film; Experiential
Uniting for a cause & empowering action to protect sea turtles.
When Wildaid, a non-profit dedicated to protecting sea turtles, approached us, I had the privilege of leading the creative vision alongside renowned actor Eddie Peng to raise awareness for this endangered species. As the Creative Director, I crafted the campaign’s message: that every action, no matter how small, can make a difference. Centered around the universal hand gesture for the sea turtle, we sought to unite China in a movement of support and conservation.
This vision took shape through a cinematic film, impactful key visuals, and an interactive H5 page that encouraged people to engage and learn how they could make a difference. The campaign achieved remarkable success, with over 475 million OOH views across 12 cities, more than 16 million online views, and close to 20,000 participants on the H5 platform. As the campaign continues through the year, it remains a powerful reminder that collective action, no matter the size, is the key to protecting our planet's most vulnerable creatures.
The film.
Spearheading the campaign was a moving film directed by Henry Chen that features famous actor and activist Eddie Peng doing his part to educate the audience and encourage them to join the Sea Turtle Warriors. Using powerful projections of sea turtles onto our warrior, Eddie Peng. This way we can begin to highlight the seriousness of of this issue in a bold, and completely frank way.
Create your warrior
Followers were encouraged to visit WildAid’s microsite on WeChat and select a pledge to share alongside a personalized Sea Turtle Warrior avatar. These avatars were added to a growing guardian chain—a symbolic graphic that portrayed all warriors standing together in their commitment to protecting the turtles
Key Visuals and OOH
The campaign was amplified further through OOH ads which appeared all over China’s most important cities and locations. Through the KV we hoped to recruit people to join our superhero chain. Users would scan the QR code from the KV to join the microsite.
