Supermassive has teamed up with Tourism Tropical North Queensland (TTNQ) to launch the Lifetime of Greatness Project for the Great Barrier Reef.
The project, which runs until the end of June, is a global integrated campaign calling for the place of natural significance to be recognised as the first non-human recipient of a Lifetime Achievement Award – the highest environmental honour from the United Nations Environment Programme’s (UNEP) Champions of the Earth Awards.
The independent creative studio the launched the Lifetime of Greatness Project on World Earth Day the Lifetime of Greatness Project is a collaboration of marine scientists, Traditional Owners, tourism operators, schools, councils, and advocates of the Great Barrier Reef.
The voices of the communities of the Reef have aligned with a shared ambition to persuade the UNEP to bestow the award – historically given to a living individual who has demonstrated decades of impact in protecting the earth and its inhabitants – to the planet’s largest living entity, in recognition of a millennia of positive environmental impact that spans cultures, generations and species.
This first-of-its-kind initiative is backed by partners including the Great Barrier Reef Marine Park Authority’s Reef Guardian Councils, Great Barrier Reef Foundation, Tourism and Events Queensland, Tourism Australia, Qantas and Intrepid, and invites worldwide participation, creating a wave of support to shine a light on one of Earth’s most important ecosystems.
The Great Barrier Reef has been described by UNESCO as “a globally outstanding and significant entity” and is an individual so vast it can be seen from space, and so significant it has been considered a teacher, a healer and a provider to Indigenous communities for over 60,000 years.
Jon Austin, Co-Founder and CCO of Supermassive, said: “Environmental leaders like Sir David Attenborough inspire us to learn more and do more for our planet.
“We needed people to learn more and do more for the Great Barrier Reef, and so we set out to celebrate it in a whole new way: as a living champion of the environment; an individual whose ecological and cultural significance, and contribution to global marine science benefits us all.
“What better way of landing the point than by submitting it for the highest environmental honour possible? When we read the criteria for the UNEP’s Lifetime Achievement Award, which recognises ‘individuals who have made a lasting and significant contribution to protecting the planet over a lifetime’, and heard stories from scientists, Traditional Owners and communities about how the Great Barrier Reef – the world’s largest living entity – has protected our planet and its inhabitants for thousands of years, we knew we had a nominee that wasn’t just surprisingly eligible, but incredibly worthy.”
Lani Cooper, Tourism Tropical North Queensland General Manager – Marketing, said: “This campaign is as ambitious as the ecosystem it represents. The Great Barrier Reef is a catalyst for environmental initiatives and this bold nomination repositions it not just as a natural wonder but as a global leader in its own right.
“Working with Supermassive, we’ve created an integrated campaign that blends purpose with creativity to drive global awareness.
“From immersive experiences and strategic partnerships to social and digital storytelling, our aim is to galvanise a worldwide audience around a simple, powerful idea to give the Reef the recognition it deserves.”
In the US, 600 million impressions have already been achieved through a virtual broadcast media tour with Tourism Tropical North Queensland CEO Mark Olsen, and Marine Biologist Dr Eric Fisher, participating in 30 live-to-air media interviews, followed by a radio and podcast media tour with Olsen and Marine Biologist and Master Reef Guide, Natalie Smith.
A 30 second TVC via National Geographic and Disney will reach 1.17 million viewers over the next month, while a media partnership with Conde Nast Traveller runs until the end of May.
In the UK, a 21 metre, two storey high immersive walk-through tunnel takes audiences on a journey of the Lifetime of Greatness Project, reaching almost 1.4M in views per week in the heart of central London, along with a paid media partnership with The Guardian, and another radio and TV broadcast opportunity through Good Broadcast, with host and ex-Paralympian Ellie Simmonds and coverage to over 15 networks including BBC stations.
Europe includes coverage secured from recent in-region famil hosting of top media and partnerships with digital media platforms across Germany and Italy to over 250K readers. In China and Japan, Lifetime of Greatness is running paid digital media and social media activity, along with earned media pitching and influencer partnerships.
Across ANZ, earned storytelling in PR, social media and influencer activity is supported by media placements with The Daily Aus, Australian Traveller and Stuff NZ.
A strategically selected digital OOH billboard has also been positioned at the home of the UNEP Headquarters in Nairobi to increase chances of capturing the attention of key decision makers.
CREDITS:
Client: Tourism Tropical North Queensland
Agency: Supermassive
Production Company: Chisel
Director: Jordan Watton / Emily Mays
Senior Producer: Emma Whitehouse
Photography: Beau Pilgrim
Design: Darren Cole
Social: Swirrl
Digital: Bang Media
Media planning and buying: Dentsu Media
PR:
Global strategy: Supermassive in collaboration with –
Australia & New Zealand: PEPR
USA: Imagination Marketing
UK: Rae White Communications
EUR: Global Spot