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2022 - Finalist

Come Join Our Watch

Finalist 2022
Rem Bruijn
CoralWatch
Citizen Science

CoralWatch is a volunteer organisation of largely unseen ‘citizen scientists’, recording coral health data. The work they do is unexciting and nerdy, but given coral is the planet’s early detection warning system for global warming, it’s also very important.

Strategy – Reposition CoralWatch volunteers from faceless ‘Citizen Scientists’ to relatable, salt of the earth ‘Citizen Sentinels’ and ‘Citizen Surveillance’.

Creative Solution – A Social Media recruitment campaign, featuring 3 ‘Open letter’ videos featuring our CoralWatch heroes asking 1/. Billie Eilish (to lend her ‘Ocean Eyes’), 2/. Robert De Niro (using references to his ‘Meet the Parents’ former CIA Surveillance Chief character) and 3/. Game of Thrones star, Kit Harington (with ‘The watchers on the wall of coral’ warning that ‘Summer is Coming’)… to all ‘Come Join our Watch’.

Results – 3.3 Million reached, Including Billie who said “yes” and donated her music.
Over $1.2M earned media and licensing value. 2484 new CoralWatch members.

Advertising agencyBrainheart
Creative directorRem Bruijn
CopywriterRem Bruijn
Art directorRem Bruijn / Anastasia Yves Lihou
Agency producerRem Bruijn
Account serviceRem Bruijn
Client marketing managerDiana Kleine
Production companyDamien Bredberg Stills + Motion
DirectorDamien Bredberg / Rem Bruijn
ProducerDamien Bredberg
CinematographerDamien Bredberg / Jellan Merlant-Pilonchery
EditorJosh Baird
AnimatorJosh Baird
Soundmusic studioCutting Edge Post
Sound designerMike Lange / Patrick Dwyer
Design studioStudio Yves
Graphic designerAnastasia Yves Lihou
RetoucherDamien Bredberg
Finished artistAnastasia Yves Lihou
PhotographerDamien Bredberg
Other Contributors

Client: Monique Grol / Pr Justin Marshall / Sophie Kalkowski-Pope / Karen Hofman
Creative: Lukas Russell
PR : Melissa Watter / Michelle Hele (Sequel PR)
Post Producer: Trelise Blade
Music Licensing: Mel Jong ( Level 2) / Tyler McGloughlan (Soundpound)
Elijah Richardson
Kerry Richardson