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