Can you save the Great Barrier Reef by paving over it?

Gruen: The Pitch

The mission

We appeared on the irreverent Australian TV show Gruen for an episode of The Pitch – an advertising competition that gives agencies an impossible brief or unsellable product. Pitched against Engine Group, our task was to convince Aussies that paving over the Great Barrier Reef is a bonza idea.

What we did

We decided that to sell this concept, we needed to pitch it to a new, younger, generation. A generation that demands everything instantly, and isn’t prepared to wait around when things don’t go right the first time. So we created a new reef. A reef full of guaranteed sightings. A reef that provides individually tailored experiences. A reef for Millenials.

A reef 2.0
Natural is history.

What happened?


judges voted for our idea and we won The Pitch


people watched it again on Facebook


Aussies tuned in, winning TV ratings for that night, even beating Home & Away

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