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.
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
WWF-Australia Chief Marketing Officer: Yves Calmette
WWF-Australia National Manager Communications: Phil Freeman
WWF-Australia Digital Campaigns and Engagement Manager: Kate Rayson