St. John’s-based ad agency Target took home 29 crystal ice buckets, including Best of Show for a direct-mail fundraising project created for the Canadian Sea Turtle Network (CSTN), dedicated to researching and protecting the leatherback turtle. In order to open the DM piece, a recipient had to “free” the package from a real miniature fishing net.

 

Leatherbacks have existed unchanged for millennia, yet the giant sea creatures are now considered an endangered species. Recently featured in National Geographic, the CSTN is a unique group of researchers and activists who collaborate with fishermen to gather data on migration patterns. They also help prevent entanglement with commercial gear, one of the greatest threats to the survival of leatherbacks worldwide. “The Atlantic population is under threat,” says Mike James, the CSTN’s head scientist. “The Pacific population is in even worse shape.”

 

The CSTN was represented at ICE by executive director and Progress columnist Kathleen Martin. “I was happy to see the direct-mail package recognized, not just because it sprang from a brilliant creative idea but because of the substance behind it,” she says. “Incredible care went into the assembly of the packages—all of the work you don't see from the art. Target’s team spent time making sure every detail rang true, from sourcing envelopes that were both recycled and durable enough to making sure the nets were authentic.” 

 

For Target, whether the client is a non-profit organization or a provincial tourism agency, all good creative starts with a story. “We are so incredibly fortunate to live in Newfoundland and Labrador,” said Noel O’Dea, Target’s president. “It’s the most creative place in the world. The people, the culture, the wild North Atlantic. It’s the source of inspiration for all of us and the inspiration for our storytelling.”