Sheba - Hope Reef (case study)
The coral reefs worldwide are facing a dire crisis, with their health in rapid decline. In response, the Mars cat food brand Sheba has initiated a bold restoration program in collaboration with AMV BBDO, Mars Sustainable Solutions, and the Sheba brand team. The program's inception was marked by the creation of a monumental word, "Hope," standing at a towering height of 35 meters. Positioned off the coast of Sulawesi in Indonesia’s Spermonde Archipelago, this word is not merely a symbol but a living billboard constructed using innovative Reef Stars structures, serving to underscore the urgency of the issue and the potential solutions available.
Sheba has committed to restoring over 185,000 square meters of coral reefs globally by 2029, recognizing the critical importance of such efforts. Scientists warn that without intervention, up to 90% of the world’s reefs face the risk of extinction by the end of the century, potentially even as soon as 2043. This poses severe threats to various aspects of life, including food security, coastal protection, pharmaceutical discoveries, and the economic well-being of communities reliant on tourism, a sector crucial to Sheba as fish constitute a significant portion of its ingredients.
The creative minds behind this initiative, including Clark Edwards, Andre Hull, Mat Scholes, Pieter Rossouw, Ricardo Porto, and Victor Bustani from AMV BBDO, have brought this vision to life. Documenting the installation process is a compelling documentary directed by The Glue Society’s Paul Bruty, encapsulating the journey of creating the "Hope" reef. Additionally, the launch commercial, directed by Murray Butler through Framestore, Weare17, The Glue Society, Indo Pacific Films, Flare Production, Make Me Pulse, W3, and King Henry, further amplifies the message.
The "Hope Reef" installation is not only visible on Google Maps and Google Earth but also accessible underwater via Google Street View. Reef Stars have also inspired a unique visual identity, giving rise to an animated coral typeface for use across various platforms. In collaboration with Google, Sheba has established the "Channel that Grows Coral" on YouTube, with all ad revenue directed to the Nature Conservancy for coral restoration efforts. This marks a historic milestone as it is the first instance where an entire YouTube channel's earnings are dedicated to sustainability initiatives.
The comprehensive campaign by AMV BBDO has been rolled out in eight key markets, spanning digital, social, Google Maps, OOH, e-commerce, influencer engagements, packaging, and in-store activations. Furthermore, Sheba has partnered with National Geographic, a renowned visual storyteller, to share the compelling narrative behind this groundbreaking initiative.
AWARDS
This campaign has been awarded by the following major festivals:
- Cannes Lions 2022: Industry Craft Grand Prix, Media Grand Prix.
CREDITS
Client: Sheba (a Mars cat food brand).
Agency: AMV BBDO London.
Production Company: Framestore Pictures.
Director: Murray Butler.
Executive Producer: Helen Hughes.
Senior Producer: Sophie Harrison.
Line Producer: Hannah Critchley.
Production Assistant: Benjamin Michell & Chloe Dunn.
Chief Creative Officer: Alex Grieve.
VFX
CG Supervisor Hernan Llano
VFX Supervisor Grant Walker
Animation Superviso Fisher
2D Supervisor Michae Baker
Editor: Carey Williams, Isabelle Slocombe.
Asset Lead: Joel Best.
Environment Lead: Bap Roy.
Look Dev/Lighting: Le Campanha.
Assets/Lighting: Timo Maron.
Look Dev/Lighting: Lu Veronese.
FX: Stephen Moroz, Rod Tebisx.
Animation: Joe Kane a Gez Wright.
Rigging: Robert Joosten.
Layout: David Cattermole.
Previs: Alex Jeremy.
Comp: Manuel Rivoir.
Texture: Florence Green.
DMP: Baptiste Chauveau.
Heiro: Jack Hubbard.
Colour: Steffan Perry.
Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).
