‘Free the leatherback’ is a cause driven by the Canadian Sea Turtle Network (CSTN) – a grassroots group based in Nova Scotia, Canada working to help free this critically endangered turtle from commercial fishing gear. CSTN was featured in National Geographic Magazine, so to promote their unique work and their cause, the magazines were sent out, wrapped in fishing net. A personalized, hand-written note was attached to the magazine, informing people of the article and driving them to the Free The Leatherback website. In order to retrieve the note, people had to cut the net to ‘free’ the leatherback article in the magazine. www.freetheleatherback.com
Advertising Agency: Target, St. John’s NL, Canada
Creative Director: Tom Murphy
Art Director: Bruce Hamilton
Copywriter: Jenny Smith
The Direct marketing titled Free the Leatherback DM Piece was done by Target advertising agency for brand: Canadian Sea Turtle Network in Canada. It was released in the Oct 2009.