Historically awarded to a living individual who has demonstrated impact in protecting the earth and its inhabitants.
The Lifetime of Greatness Project has called for the Great Barrier Reef to be recognised as the first non-human recipient of a Lifetime Achievement Award from the United Nations Environment Programme’s (UNEP) Champions of the Earth Awards.
The campaign is a collaboration between creative agency Supermassive and Tourism Tropical North Queensland and is a collaboration of marine scientists, Traditional Owners, tourism operators, schools, councils, advocates of the Great Barrier Reef and launched on World Earth Day.
The Lifetime Achievement Award is historically awarded to a living individual who has demonstrated impact in protecting the earth and its inhabitants.
Tourism Tropical North Queensland general manager - marketing, Lani Cooper, said that with Supermassive, they’ve created an integrated campaign the blends purpose with creativity to drive global awareness.
“From immersive experiences and strategic partnerships to social and digital storytelling, our aim is to galvanise a worldwide audience around a simple, powerful idea to give the Reef the recognition it deserves,” Cooper said.
The campaign is sponsored by the Great Barrier Reef Marine Park Authority’s Reef Guardian Councils, Great Barrier Reef Foundation, Tourism and Events Queensland, Tourism Australia, Qantas and Intrepid.
600 million impressions have been achieved in the US through a virtual broadcast media tour with Tourism Tropical North Queensland CEO Mark Olsen, and Marine Biologist Dr Eric Fisher.
A 30 second TVC via National Geographic and Disney will reach 1.17 million viewers over the next month, while a media partnership with Conde Nast Traveller runs until the end of May.
A 21 metre, two storey high immersive walk-through tunnel in the UK takes audiences on a journey of the Lifetime of Greatness Project, reaching almost 1.4 million in views per week in the heart of central London.
Paid digital media, platform activity and influencer partnerships will run across Europe, China and Japan.
Supermassive co-founder and CCO, Jon Austin, said that environmental leaders like Sir David Attenborough inspire us to learn more and do more for our planet.
“We needed people to learn more and do more for the Great Barrier Reef, and so we set out to celebrate it in a whole new way: as a living champion of the environment; an individual whose ecological and cultural significance, and contribution to global marine science benefits us all,” Austin said.
CREDITS:
Client: Tourism Tropical North Queensland
Agency: Supermassive
Production Company: Chisel
Director: Jordan Watton / Emily Mays
Senior Producer: Emma Whitehouse
Photography: Beau Pilgrim
Design: Darren Cole
Social: Swirrl
Digital: Bang Media
Media planning and buying: Dentsu Queensland
PR:
Global strategy: Supermassive in collaboration with -
Australia & New Zealand: PEPR
USA: Imagination Marketing
UK: Rae White Communications
EUR: Global Spot