Cannes Lions
SAATCHI & SAATCHI LA, Los Angeles / SURFRIDER FOUNDATION / 2013
Overview
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Credits
Description
People had become immune to the problem of beach pollution. Especially people who lived outside of beach communities. The key objective was to present the issue in a breakthrough, captivating way that would resonate with a diverse audience.
Execution
Special art installation at the Aquarium of the Pacific in Long Beach, California
While marine animals have many natural defenses, they are powerless against man-made threats of pollution, ocean warming, and over-industrialization. The Surfrider Foundation, worked with artists to create a collection of life-sized ocean armor sculptures meant to inspire viewers to preserve the ocean and the creatures that call it home. The message of the collection is simple: They can’t protect themselves.
Outcome
The Ocean Armor Collection premiered at the Aquarium Of The Pacific in Long Beach, California. During it’s debut run, the collection reached more than 332,000 international visitors. The collection is set to travel to different locations across the US. As a result of the accompanying multimedia campaign, Surfrider Foundation saw significant rise in site traffic as well as an increase in membership. The Ocean Armor Collection was also picked up by local and national press, shared on social networks, and covered on multiple blogs. The exposure extended far beyond beach communities – one of the main objectives of the brief.
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