Leo’s Shines A Light On Great Barrier Reef Plight For WWF

Leo’s Shines A Light On Great Barrier Reef Plight For WWF
SHARE
THIS



Leo Burnett Sydney has created a campaign featuring a spectacular LED edge-lit acrylic light installation with a powerful, hidden message to help WWF-Australia draw attention to the impact of global warming on the Great Barrier Reef.

With its office located in a main pedestrian thoroughfare, Leo’s has created a colourful reef light installation to coincide with Vivid Sydney. The installation spans the five glass panels of the agency’s street-front windows, with passers-by encouraged to stop and take a selfie with the Reef – and take action – ‘before it’s gone’.

The Great Barrier Reef made global headlines this summer, with rising ocean temperatures – driven by global warming – leading to coral bleaching of 93 per cent of the Reef.

When an Android smartphone is held in front of the installation, a hidden infrared light message, invisible to the naked eye appears on screen: “The Reef’s biggest threat is invisible: Help us stop global warming. #FightfortheReef.”

Pete Bosilkovski, CEO, Leo Burnett Sydney, said: “We are proud to be able to help WWF shine a light on the devastating impact global warming is having on the Great Barrier Reef. This campaign communicates an important message about the threat to colourful reef-life at a time when our city is, ironically, bathed in a celebration of colour.

“I am exceptionally proud of our team for bringing this campaign to life, from concept creation right through to development and installation. It is an honour to be using our space for such a worthy cause – a true example of the power of innovation and creativity for good.”

Dermot O’Gorman, CEO WWF-Australia, said: “It’s devastating coral bleaching that’s shone a light on the Great Barrier Reef recently – now it’s great to work with Leo’s to shine a different and innovative light on the Reef.

The Reef can recover – but we have to cut the pollution fuelling global warming, and we need to do it quickly. One selfie at a time, we’ll get the message out there!”

* The carbon emissions from the installation have been offset.

CREDITS

Agency:  Leo Burnett Sydney

CEO: Peter Bosilkovski

Chief Operating Officer: Jeremy de Villiers

ECD: Vince Lagana

ECD: Grant McAloon

Creative Director: Ian Broekhuizen

Creative Director: Malcolm Caldwell

Group Business Director: Belinda Drew

Business Director: Samuel MacDonnell

Business Manager: Andrew Dengate

PR Director: Katy Denis

PR Director: Courtney Rule

Head of Production: Adrian Jung

Executive Producer: Laurent Marcus

Senior Integrated Producer: Chris Summers

Production Assistant: Simon Drake

Creative Technologist: Keong Seet

CGI / Designer: Ben Greenfield

Dark Matter Productions (Manufacture/Installation): Andrew Delmas

Client: WWF-Australia

WWF-Australia Chief Marketing Officer: Yves Calmette

WWF-Australia National Manager Communications: Phil Freeman

WWF-Australia Digital Campaigns and Engagement Manager: Kate Rayson

Latest News

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’
  • Media

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’

The TAC and Taboo have created a high impact, interactive campaign encouraging all Victorians to play their part in making our roads safer – ‘This Christmas’. The activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]