Sheba Hope Reef
Mars
Issue 59 | June 2021
Agency
AMV BBDO
Creative Team
CCO Alex Grieve Executive Creative Directors Nadja Lossgott, Nicholas Hulley Creative Directors Andre Hull, Clark Edwards, Mario Kerkstra (art director) Creative Team Clark Edwards, Andre Hull, Mat Scholes, Pieter Rossouw, Ricardo Porto, Victor Bustani Creative Design Director Mario Kerkstra
Production Team
Production Team Nick Godden, Leonie Chaudhry, Adrienn Major, Shail Mehta, Felicity Bamber, Freya Axworthy, Claire Nolan, Vicki Lavington, Laura Rawdon
Other Credits
Account Team Laura Balfour, Ella Dolding, Ella Fanshawe, Alice Kasappian, Maddie Burnell Planning Team Emily Brydon, Brian Williamson, Talitha Turbin, Lola Finney-Neves Media Agency Mediacom PR Agency Freuds Clients Client team Denise Truelove, Sam West, Kerrita McClaughlyn, Jane Wakely
Date
May 2021
Background
Scientists estimate that if the world does nothing, 90% of the world’s tropical reefs will be gone by 2043, impacting nearly 500 million people who depend on them.
With consumers looking to brands to take an active role in environmental conservation, Mars has committed to do more to protect the planet for future generations. There has already been progress towards a longstanding goal to sustainably source 100% of the fish used in their pet food recipes.
Idea
The idea was to build Sheba Hope Reef, a living, thriving coral reef planted on a site where there was once only barren coral rubble. The start of the world’s largest coral reef restoration project, the reef is located off the coast of Sulawesi in Indonesia.
Built with innovative coated structures known as Reef Stars, the reef spells out a message which satellite images reveal spell ‘H-O-P-E’.
It is a living billboard that puts the urgency of the issue and its potential solution on the map. Literally. Hope Reef is discoverable on Google Maps and Google Earth, and viewable underwater in Google Street View.
Reef Stars were also used to create a bespoke visual identity based on growing coral for use in outdoor, social and online.
To promote the campaign and raise funds, SHEBA® partnered with Google to become a content creator on YouTube. All ad revenue generated from the ‘Channel that Grows Coral’ are being donated to The Nature Conservancy for coral restoration.
Every view and every share now has a direct impact on saving reefs.
A hero film follows the story of a little blue fish swimming from rubble to a restored reef. An extended version of the song “Hope Grows” is available on streaming platforms, all proceeds donated to coral restoration.
Our Thoughts
It’s too early for any results but I hope the numbers are massive. It is easy to be cynical about brands suddenly becoming purposeful but in this instance Mars is putting its money where its mouth is. USD$ 10 million has gone into this project and the company is said to have invested close to a billion in various sustainability projects.
Against the vast hectares of reef that are damaged, this initiative is relatively small.
But as AMV BBDO Alex Grieve has said, it sends a signal that man-made problems can have man-made solutions.
Do watch “The Wonder of Coral” at http://www.youtube.com/watch?v=aWC0FjXv5SY It’s very restful.
And the brand identity is beautiful.