Reef Protection Factor

Sometimes creativity flogs a widget or two. Sometimes it builds a brand. Other times, it can change the world. I led this multi-award-winning campaign which launched in 2023 and is now spreading globally. Highlighting the plight of the world’s coral reefs in the face of an unlikely perpetrator, but much, much more than that: an NPD idea and socio-political campaign that could, over time, have a transformative effect on our planet. Double winner at Cannes 2024/25, winner at Eurobest and Campaign Big in 2025. Here’s the idea board and case film.