Hope Reef.
Cat food brand SHEBA, part of Mars, restored a dead coral reef off Sulawesi in Indonesia in the shape of the word HOPE, big enough to see on Google Earth.
- Brand
- SHEBA
- Agency
- AMV BBDO
- Market
- Indonesia
- Region
- Global
- Year
- 2021
The challenge
Blast fishing had left a reef in Indonesia's Spermonde Archipelago barren, and AMV BBDO cites a forecast that 90% of tropical reefs could be gone by 2043 if nothing is done. SHEBA set out to show that reefs can be brought back.
The idea
Starting in August 2019, coral was planted on dead rubble using a method that can grow reefs up to four times faster, and the new reef spelled out HOPE. AMV BBDO revealed it in 2021 on Google Earth and Google Maps and with documentaries by The Glue Society and Framestore. SHEBA committed to restoring more than 185,000 square metres of reef worldwide by the end of 2029.
Case study source: Campaign Brief Source ↗
Awards
- Cannes Lions 2022Media – B05 USE OF AMBIENT MEDIA: LARGE SCALEGrand Prix
- Cannes Lions 2022Industry Craft – A02 OUTDOORGrand Prix
- Cannes Lions 2022Design – A03 DESIGN-DRIVEN EFFECTIVENESSBronze
Credits
- Creative agency
- AMV BBDO
- Media agency
- Mediacom
- Production
- The Glue Society
- Production and post-production
- Framestore
- Production
- Biscuit Filmworks
- Production
- Revolver
- Post-production
- Flare Production
- Post-production
- ECHOLAB
- Additional company
- Make Me Pulse
- Additional company
- PR
- Freuds
- PR
- Weber Shandwick
- Chief Creative Officer, AMV BBDO
- Alex Grieve
- Executive Creative Director, AMV BBDO
- Nadja Lossgott
- Executive Creative Director, AMV BBDO
- Nicholas Hulley
- Creative Director, AMV BBDO
- Andre Hull
- Creative Director, AMV BBDO
- Clark Edwards
- Creative Design Director, AMV BBDO
- Mario Kerkstra
- Creative, AMV BBDO
- Mat Scholes
- Creative, AMV BBDO
- Pieter Rossouw
- Creative, AMV BBDO
- Ricardo Porto
- Creative, AMV BBDO
- Victor Bustani
- Copywriter, AMV BBDO
- Hermione Wright
- Planner, AMV BBDO
- Emily Brydon
- Planner, AMV BBDO
- Brian Williamson
- Planner, AMV BBDO
- Talitha Turbin
- Planner, AMV BBDO
- Lola Finney-Neves
- Account team, AMV BBDO
- Laura Balfour
- Account team, AMV BBDO
- Ella Dolding
- Account team, AMV BBDO
- Ella Fanshawe
- Account team, AMV BBDO
- Alice Kasappian
- Account team, AMV BBDO
- Maddie Burnell
- Agency Producer, AMV BBDO
- Nick Godden
- Director, HOPE grows, Framestore
- Murray Butler
- Director, The Making of Hope Reef, The Glue Society
- Paul Bruty
- Documentary Cinematographer
- Jay Torta
- Producer
- Sophie Harrison
- Producer, Revolver
- Jasmin Helliar
- Producer, Revolver
- Ian Iveson
- Editor, Shortcut Club
- Maia Lloyd
- Composer, Radford Music
- Biggi Hilmars
- Production partner, Google
- Bryan Ruiz
- Client, Mars
- Denise Truelove
- Client, Mars
- Sam West
- Client, Mars
- Jane Wakely
