Turtles' bid to save turtles, visually impaired kids lend a helping hand

In its latest campaign conceptualised by JWT, the men's apparel brand spreads the message of saving turtles on World Turtle Day. It ties up with Premasree to spread awareness about turtle conservation, the endangered species

BestMediaInfo Bureau | Mumbai | May 31, 2016

Click on the image to watch the TVC.

Turtle Limited, which is one of India's finest men's lifestyle brands, launched a heart touching unique effort to commemorate World Turtle Day on May 23, 2016. Named as 'The Blindspot,' the campaign supports its efforts to conserve the endangered species of turtles.

Keeping in mind its brand value, this year, the apparel brand associated with Premasree, a free residential home for visually-impaired children, to raise awareness about turtle conservation through the creations of the kids. The children have beautifully painted and created models of turtles with colour pencils and clay dough.

The digital film shows an anchor going on ground to ask public if they have seen a turtle or if it is extinct or how pollution is harming them. Many of them have not even seen a turtle, while others have seen them in a zoo but aren't aware of the harm caused to them.

The film then shows how visually-impaired children create beautiful models and painting by just feeling the turtle. Their work is then put on display in Turtle stores and on social media to spread awareness for the cause.

Turtles have been around for 200 million years but humans have turned a blind eye towards the animal facing extinction. This campaign is conceptualised to drive home this message through those who cannot see but express their feelings through profound creativity.

The campaign is followed by an engaging 360? communication where these unique pieces of art will be displayed on social media alongside a photo of the little artistes who created them. The campaign was an eye-opener towards the cause of turtle conservation. Posts on this campaign were liked, shared and points were donated to spread the message across all social media platforms. Based on the number of these likes, shares and donated points, Turtle Limited provided a monetary donation to the Turtle Surveillance Alliance, who is their partner in this on-going fight to save turtles.

On World Turtle Day, May 23, 2016, these magical creations were unveiled to the public at the exclusive outlet in Acropolis Mall. The campaign displayed a limited line of tee shirts imprinted with these paintings. To inspire and educate more people towards turtle conservation, this unique initiative has been filmed with every step on this journey.

Commenting on this initiative, Shitanshu Jhunjhunwala, Director, Turtle Limited, said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a campaign that would try to raise awareness towards this case, with these gifted young children at Premasree. We hope that through this unique vision of filming this beautiful journey, we would be able to reach out to a greater number of people towards the cause of turtle conservation.”

Expressing the thought behind the creation of yet another unique campaign to commemorate World Turtle Day, Arjun Mukherjee, Executive Creative Director, JWT, said, “To make the world at large see the plight of the turtles, we went to those who have never seen one before in their lives. The campaign was crafted to touch the heart and the purity of intent was the reason behind its success on social media. The thousands of likes and shares now actually getting converted into active interest in saving turtles prove the fact that the 'Blindspot' is slowly being removed.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Turtle Limited

Creative agency: JWT

Creative director: Arjun Mukherjee

Art directors: Diptanshu Roy, Sarasij Dasgupta, Nabendu Saha, Partha Chowdhury, Altaf Hossain, Sayan Mukherjee

Copywriters: Arjun Mukherjee, Anurag Acharya

Account management: Ayan Chakraborty, Soumya Chowdhury, Urmi Roy

Photography: Sanjib Ghosh

Illustrator: Gour Debnath

Info@BestMediaInfo.com

Info@BestMediaInfo.com