Emotive partnered with Deep Rising to create a global impact campaign encouraging people to reclaim the deep seabed from mining companies.
The campaign features a feature-length documentary, “Deep Rising”. Directed and produced by Matthieu Rytz and narrated by Jason Momoa, the film will be available to stream directly on the campaign’s website. It will also launch on Amazon Prime Video, Google Play, and Apple TV.
The campaign empowers people around the globe to claim back the deep seabed from mining companies attempting to turn a vast area of the Clarion-Clipperton Zone (CCZ) – spanning over 3 million square kilometres in the Pacific Ocean – into the world’s largest mine. The deep seabed is teeming with life and is home to millions of species yet to be discovered. It is also the largest carbon sink, working to stabilise the planet’s climate.
“I’ve been lucky enough to live a life in and around the ocean, to have had a career riding waves that have travelled across vast oceans, created by unseen storms. The ocean has no voice but it is on the front line in our collective fight for survival, and we owe it to the blue beating heart of our earth to be the voice of hope, preservation, and respect. Deep Rising allows us the opportunity to stand up against the exploitation of one of our last remaining frontiers,” said Adrian ‘Ace’ Buchan, former world tour surfer, environmentalist, BBC Green Sport Awards Evergreen Athlete for 2024 and campaign advocate.
Back in March, Emotive unveiled a giant street mural by Australian artist and musician Reg Mombassa and Apparition Media along with a call-to-arms to the marketing industry to get involved. Over the past 8 months, JCDecaux, ARN, Channel Nine, Mamamia, WeAre8, On the Edge and Surfers for Climate have rallied to support with over $2M of advertising and editorial committed in Australia, UK and the US with more partners still coming onboard.
Emotive’s creative director, Paul Sharp, was co-executive producer of the documentary Deep Rising and the agency has spearheaded the subsequent impact campaign. In creating ‘The World’s Largest Ocean Dispute’, Emotive has led the strategy, creative, and media, while also designing a website – the central hub of the campaign, with NFT assets in 90 languages.
“We have a once-in-a-generation opportunity to change the course of history and prevent irreparable harm to our planet. ‘The World’s Largest Ocean Dispute’ campaign empowers
humanity to formally challenge this ocean grab that’s threatening to destroy an irreplaceable and vital part of our planet’s ecosystem,” said Deep Rising’s head of impact and co-executive producer, Laura Clarke.
“The seabed cannot be owned and corporations don’t have the right to decide what happens to it – especially if the destruction impacts our lives and the lives of our children,” added Clarke.
“The World’s Largest Ocean Dispute” campaign has divided the deep seabed into 8.17 billion GPS coordinates – representing everyone on the planet – and mapped them across the seabed currently claimed for mining.
People can freely claim their unique coordinates in around 60 seconds via a digital platform backed by web3 technology. In partnership with Web3 organisation, CoinWeb, people’s claims will be recorded on an eco-friendly blockchain for transparency and proof of stewardship, so that it can be used to dispute mining corporations’ claims to exploit the deep seabed for profit.
In return for their claim, users will receive a unique DEEPSEA NFT / Birthright Certificate stamped with their individualised GPS coordinates and featuring designed deep sea creatures – inspired by deep ocean life, known and unknown. The non-tradable NFTs will be available in 90 languages including many indigenous languages, and can easily be shared to social channels.
“For such a complex and far-reaching issue, it’s a simple solution. An insanely vast area of the deep seabed in the Pacific has been secretly divided up for potential mining which would be carried out by mining companies and their pro-mining nation sponsors. By dividing the deep seabed into 8.17 billion plot coordinates, we’re allowing all of humanity the ability to claim it back and have their voices heard,” added Paul Sharp, creative director, Emotive and co-executive producer of Deep Rising documentary.
“Emotive’s purpose is to create ideas that change the way people feel. Changing how people feel about deep sea mining to ensure the safeguarding of our planet’s last pristine wilderness is arguably the most important thing we’ve ever pointed at. I’m grateful to the Deep Rising team for bringing the problem to the world’s attention before it’s too late, and now we’re inviting the whole world to go on the journey with us,” said Michael Hogg, managing partner and head of strategy, Emotive.
“Emotive, alongside so many other pro-bono partners, is so proud to play a part in this project – which gives the ocean a voice. Emotive has always been based by the Pacific Ocean, so it’s both deeply personal and a privilege to support Deep Rising’s mission to halt deep sea mining before it starts. It felt like a once-in-a-lifetime opportunity to leverage the power of creativity for good, bringing together big ideas, brilliant partners, beautiful design and blockchain technology to give people everywhere the power to protect the deep seabed. So please, claim your birthright today and join The ‘World’s Largest Ocean Dispute’,” added Simon Joyce, CEO, Emotive.
Credits:
Client: Deep Rising
Director, Producer & Co-Creative Director: Matthieu Rytz
Head of Impact and Co-Executive Producer: Laura Clarke
Head of Communications: Katie Lettice
Co-Creative Director and Co-Executive Producer: Paul Sharp
Head of Strategy: Florence Tercier
Partnerships Manager: Mark Haver
Partnerships Consultant: Marie-Céline Piednoir
Social Media Coordinator: Mackenzie Govett
Creative and Production: Emotive
CEO & Founder: Simon Joyce
Managing Partner & Chief Strategy Officer: Michael Hogg
Group Creative Director: Darren Wright
Senior Creative Director: Paul Sharp
Creative Directors: Kat Topp, James Pash
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Senior Art Director: Tessa Chong
Head of Production: Hayley-Ritz Pelling
Creative Producer: Jenna Fisher
Producer: Rebecca Love-Williams
Business Directors: Mitchel O’Donohue, Pia McMorran
Senior Account Directors: Robyn Claffey, Zoe Hartas
Media Agency: Kookaburra Riot
Founder: Paul Murphy
Website Build: Taledo & JTB
Taledo Founder: Peter Vahaviolos
Blockchain Partner: Coinweb
Global PR: HAVAS Red
