Four out of the seven species of sea turtle in the world make their nests on the sandy beaches of Malaysia. All are endangered, yet this issue is distant and irrelevant to many Malaysians living in urban areas far from the sea.

 

The 'Be a Hero' campaign brought the issue of turtle conservation close to the hearts of people in the capital city of Kuala Lumpur by allowing them to digitally release a baby turtle from their smartphones into the blue ocean on a giant digital billboard.

 

Please enjoy the case study video below! It was written by me for submission to the Cannes Lions 2013 in the Media, Mobile and Promo & Activation categories.