When Shilpi Dey, senior copywriter at VML India, saw the Cairns Hatchlings’ brief to save the Great Barrier Reef, it hit right in the heartstrings, and it was immediately clear that they had to be involved.
Chatting with B&T following their Cairns Hatchlings finals appearance in the Audio category, Dey said that the brief stood out instantly.
“It was unique, relevant, and personally meaningful, as visiting the reef has always been on my bucket list. I wanted to create something that not only connected with me but also resonated with the people of Australia,” Dey said.
Entries for 2026 Cairns Hatchlings, presented by Yahoo, are open now!
“Since it was an audio brief, the challenge was even greater. Without visuals, the idea had to spark curiosity and imagination through sound alone. That challenge motivated me further. To bring the idea to life, I immersed myself in understanding the reefs, corals, and the challenges they face. While researching, I discovered that sound plays a direct role in the survival of reefs. That connection inspired me, and once I found it, the idea flowed naturally.”
For Dey, the competition was about translating emotion into sound.
“The biggest challenge for me was creating work that would resonate with people on the other side of the world. Different cultures interpret messages in different ways, so I wanted my idea to be strong enough that sound itself became a universal language that transcended borders.”
But beyond the creative challenge came something more personal. “Another challenge was more personal. I was nervous about entering an international competition and at times doubted myself. I had to push past the fear of feeling intimidated and focus on trusting my process and my ability. Overcoming that gave me a lot of confidence.”
The final project round one project, a sound-based exploration of the Reef, became something deeply meaningful and solidified a place in the finals. “I am most proud of my Great Barrier Reef idea. It felt original, and it was something I truly believed in. When my entry was selected, it gave me a huge confidence boost. It reminded me that I can create work that is not only good but also meaningful when executed with the right intent. That sense of validation is something I will always carry forward.”
With visa restrictions getting in the way, Shilpi and teammate, Shabbir Abbas, were forced to compete virtually, adding a new layer of difficulty.
“The 24-hour final was intense. Since we were participating virtually, the time difference made it even more difficult to stay focused and manage energy levels. On top of that, we had to not only develop an idea but also execute and present it under serious time pressure. That experience pushed me to adapt quickly, stay disciplined, and manage my time in a way I hadn’t done before. It also taught me to think faster, make decisions with clarity, and trust my instincts. I realised that when time is limited, overthinking can hold you back. Working under those conditions strengthened my ability to stay creative under pressure and gave me confidence that I can deliver even in challenging circumstances”.
For Dey, Hatchlings served as a reminder to keep challenging yourself even when things seem hard.
“I have been in the industry for some time, but I rarely had opportunities like this. Hatchlings gave me exposure to a new level of competition and creativity. It reminded me that I should never stop challenging myself, no matter how long I have been in the industry. The experience reignited my drive. It showed me that stepping out of my comfort zone and trusting my ideas can lead to incredible outcomes. Moving forward, I want to continue seeking opportunities like this, pushing boundaries, and creating work that makes an impact.”
And for anyone still second-guessing whether they’re ready to leap into a creative challenge like this one? Dey’s message is just do it. “Because it challenges you in the best possible way. It’s easy to doubt yourself or think your idea isn’t good enough, but Hatchlings proves that even the simplest idea can become something powerful when developed with passion. The competition pushes you to grow, gain confidence, and see your work in a new light.”
Entries for 2026 Cairns Hatchlings, presented by Yahoo, are open now!
