In partnership with Coles and the Great Barrier Reef Foundation.
For the months of October and November 2023, Coles customers were invited to make a real difference to the health and future of The Great Barrier Reef.
For every product purchased at Coles, in partnership with the Great Barrier Reef Foundation, Garnier will plant a baby coral - helping to restore damaged coral reefs by dispersing 500,000 baby corals onto affected areas on the reef this year.
The campaign exemplifies the power of storytelling by merging purpose with content.
Hotglue’s cameras captured Garnier’s key Ambassador Brooke Blurton’s first-hand experience as she visited the reef. Blurton, Garnier and Hotglue met and interviewed stakeholders, leading scientists and Traditional Owner representatives and learned that all is not lost and individuals can make a difference.
To conclude the trip the agency captured images of healthy parts of the reef, teaming with underwater life.
The integrated campaign consists of 27 video outputs, OOH and point-of-sale advertising that prompted customers to learn and engage with the PLANT A CORAL campaign.
The social media team also helped promote the content on Garnier’s Instagram account, producing stories and reels to recap the trip to the Reef.
Matt Hearn, co-Founder of Hotglue, said it was a privilege to capture The Great Barrier Reef Foundation's dedication to this vital ecosystem.
"Their work is crucial to battle the impact of climate change and its threat to our ocean," he said.
Margot Andersen of the Great Barrier Reef Foundation said the campaign had soul and cut through.
“Being able to tell compelling stories of impact is critical to ensuring that Australians don’t lose hope in the future for the Great Barrier Reef," she said.
Alex Bachem, marketing director of Garnier Australia & New Zealand, said this campaign wouldn’t have been possible without Hearn and his team at Hotglue.
"The passion and hard work they poured into this project has been incredible, so we couldn’t have asked for a better partner! Hotglue’s passion and deep commitment to protecting the Great Barrier Reef shone through, from the first pitch video to the final product," said Bachem.
Credits:
GARNIER
Alex Bachem - Marketing Director of Garnier Australia & New Zealand
Bianca Cowie - Brand Engagement Manager
GREAT BARRIER REEF FOUNDATION
Margot Anderson - Head of External Relations
Lou Gardiner - Director of Corporate Partnerships
Anna Marsden - Manager Director
Jane Adcroft - Science Communicator & PRAP Communications Lead
HOTGLUE CREATIVE & PRODUCTION
Creative Direction
Matt Hearn
James Westland
Creative Producers
Matt Hearn
Chavvah Stuart
Directors
Matt Hearn
Damian McLindon
Cameras & Sound
Scott Mulgrew
James Westland
Damian McLindon
Editor
James Westland
Production Manager
Jessica Rattey
Social Content Producer & Editor
Penelope Costan
Underwater filmed and supplied by
Ben Andryc
Still Photographer
Fiona Ayers
Campaign main image
Queensland Museum, Gary Cranitch.
