The most precious collection on earth.
50% of The Great Barrier Reefs corals have already been lost. This is an unprecedented mass extinction happening right in front of our eyes, and will only continue to happen as human impact ramps up climate change.
In partnership with the Great Barrier Reef Legacy, we developed a backup plan for the Great Barrier Reef - collecting every species of coral and keeping them in on land facilities. Once complete, this will be the most precious collection on earth.
Giving the project an identity.
We were tasked with giving this project an identity starting with a name - The Forever Reef Project. A hopeful name in a category saturated with doomsday messaging. From there we developed a brand identity all based on the coral species themselves. The logo and graphics were all developed by hand with an emphasis on organic over digital.
A website that brings the tank to you.
There’s nothing quite like seeing the coral polyps up close but not everyone will be able to visit the Cairns facility. So to bring the collected coral species to everyone, our website was designed to take you in the tank. Check it out at foreverreef.org
Launching to the world.
We launched our campaign through social and PR, driving for donations.
Developing a brand ecosystem.
Furthermore, buyable merch was developed as well as a unique Instagram template.
Taking it to SXSW Sydney.
Finally we took the project to SXSW with an hr long panel discussion with the Godfather of Coral - Charlie Veron. As part of this, we developed a series of 18 collector cards for 18 species. Over 10,000 of these cards were handed out across the SXSW week.
Australia took note.
The Forever Reef Project made it into press across the country. More importantly we raised $857,659 and counting – 171% over the initial target of $500,000.
Awards
Australian Geographic Award For Nature
Gold Award Winner
Effies
Not-for-Profit – BRONZE
Positive Change – SHORTLIST
Small Budget – SHORTLIST
Short Term Effects – SHORTLIST
AD Net Zero Awards
Best Campaign for a Sustainable Behaviour Change – SHORTLIST
B&T
For The Planet Award – SHORTLIST