With North Atlantic Right Whales rapidly going extinct as a result of preventable boat collisions and fishing entanglements, Oceana tasked us to rally Canadians and petition the government to protect these magnificent creatures. To meet this challenge, we created the “Strength of a Signature” campaign—a tribute to the power we all have to protect the Right Whales.

Our creative combined hand-drawn signatures with real footage of Right Whales in the wild, showing signatures taking the shape of walls, speed limit signs, shields, and more to actively protect these gentle giants. The campaign generated over 7,500 petition sign-ups in one month, as well as 3.5 million impressions, 150,000+ campaign video views, and more than 4,000 social shares as Canadians helped to spread the word.