WWF Pleas #Fightforthereef with Installation by Leo Burnett Sydney
Leo Burnett Sydney has created a campaign
featuring a spectacular LED edge-lit acrylic light installation with a
powerful, hidden message to help WWF-Australia draw attention to the
impact of global warming on the Great Barrier Reef.
With its office located in a main pedestrian thoroughfare, Leo's has created a colourful reef light installation to coincide with Vivid Sydney. The installation spans the five glass panels of the agency's street-front windows, with passers-by encouraged to stop and take a selfie with the Reef - and take action - 'before it's gone'.
The Great Barrier Reef made global headlines this summer, with rising ocean temperatures - driven by global warming - leading to coral bleaching of 93% of the Reef.
When an Android smartphone is held in front of the installation, a hidden infrared light message, invisible to the naked eye appears on screen: "The Reef's biggest threat is invisible: Help us stop global warming. #FightfortheReef."
Says Pete Bosilkovski, CEO, Leo Burnett Sydney: "We are proud to be able to help WWF shine a light on the devastating impact global warming is having on the Great Barrier Reef. This campaign communicates an important message about the threat to colourful reef-life at a time when our city is, ironically, bathed in a celebration of colour.
"I am exceptionally proud of our team for bringing this campaign to life, from concept creation right through to development and installation. It is an honour to be using our space for such a worthy cause - a true example of the power of innovation and creativity for good."
Says Dermot O'Gorman, CEO, WWF-Australia: "It's devastating coral bleaching that's shone a light on the Great Barrier Reef recently - now it's great to work with Leo's to shine a different and innovative light on the Reef.
"The Reef can recover - but we have to cut the pollution fuelling global warming, and we need to do it quickly. One selfie at a time, we'll get the message out there"
* The carbon emissions from the installation have been offset.
Agency: Leo Burnett Sydney
Peter Bosilkovski: CEO
Jeremy de Villiers: Chief Operating Officer
Vince Lagana: ECD
Grant McAloon: ECD
Ian Broekhuizen: Creative Director
Malcolm Caldwell: Creative Director
Belinda Drew: Group Business Director
Samuel MacDonnell: Business Director
Andrew Dengate: Business Manager
Katy Denis: PR Director
Courtney Rule: PR Director
Adrian Jung: Head of Production
Laurent Marcus: Executive Producer
Chris Summers: Senior Integrated Producer
Simon Drake: Production Assistant
Keong Seet: Creative Technologist
Ben Greenfield: CGI / Designer
Andrew Delmas: Dark Matter Productions (Manufacture/Installation)
Yves Calmette: WWF-Australia Chief Marketing Officer
Phil Freeman: WWF-Australia National Manager Communications
Kate Rayson: WWF-Australia Digital Campaigns and Engagement Manager