Restore. Regrow. Reconnect.

Mālama Learning Center champions a traditional Hawaiian approach to Mālama 'Āina (mālama meaning to care for and 'āina meaning the land). This non-profit organization engages in reforestation and replanting of native ecosystems, and also focuses on education in junior high and high schools on O'ahu.

With a particular emphasis on the next generation, this campaign makes the proposition that even in this high-tech, busy-busy world, it is possible to reconnect with nature and the traditions of the past.

Both TV spots begin by showing our young protagonists in an overwhelmingly modern, overstimulated world. By the time they step into the natural world, viewers can feel their sense of relief and wonder. Visual metaphors – plants growing out of the young woman's footsteps and roots growing beneath the boy's feet – underline the message about the power of nature and the importance of restoring, regrowing and reconnecting.

The posters feature the key visual elements, making the point in a way viewers can take in at a glance.