Working with Mars Petcare and our agency colleagues, including those at AMV BBDO, Google & Freuds, we spread a message of hope. We would show the world that coral reefs can be restored and that it’s possible to reverse the trend of environmental degradation with passion and endeavour.
On an atoll destroyed by bombing off the coast of Sulawesi in Indonesia we built Hope Reef. When viewed from the air it spelled out the word HOPE at such scale it was captured by satellites and incorporated into Google Earth, Maps and StreetView.
Publicised globally because coral reefs are a critical part of the marine ecosystem, the project not only conveyed the importance of going above and beyond to restore ocean health but also brought the issue of cat food sustainability to the fore.
But we didn’t stop there. It was crucial that we didn’t just talk to consumers about what Sheba was doing, but offer them a way, anyone, anywhere could help. So we invited the world to play a part in coral reef restoration via our monetised YouTube video.
We promoted Hope Reef using high-impact and mass-reach online video and social partners, in addition to fame driving OOH placements in select cities to showcase the visual beauty of the reef.
Online video built awareness and drove viewers to our monetised YouTube channel. Facebook and Instagram helped drive mass awareness of the project, while Snapchat filters brought the reef to life.
Twitter encouraged conversation and engagement. High-impact OOH in coastal cities like San Francisco, Miami and Sydney showcased the visual of Hope Reef alongside its coordinates which drove people to Google Maps to view it for themselves and “swim it” on Underwater Streetview.