Can you save the Great Barrier Reef by paving over it?
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.
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.
The numbers speak for themselves
3
judges voted for our idea and we won
The Pitch
21000
people watched it again on Facebook
974k
Aussies tuned in, winning TV ratings for that night, even beating Home & Away