Reef Relief

Sometimes creativity flogs a widget or two. Sometimes it builds a brand. Other times, it can change the world. I led this Cannes Lion-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. (God, I love this job.) Here’s the case film.