deep rising impact campaign
Role. Creative Director (Emotive) / Head of Creative (Deep Rising)
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The deep ocean is the largest living space on earth, but it’s about to become the largest mining site on Earth. To help prevent an area in the Pacific the size of India from being plundered (for the profit of just a few) and causing the potential collapse of one of the planet’s largest and most crucial connected eco-systems, we created a multi-level awareness campaign. As a direct result of the campaign’s influence, 5 voting nations changed their position from one of pro-mining to one of pro-moratorium.
Take part: DeepRising.com
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The conversation started with Deep Rising ambassadors Jason Momoa and the President of Palau alerting their audiences to the problem and reminding them that the deep seabed belongs to all humanity. Grassroots Pacific island film screenings took it to the frontline. The broader campaign then rolled out across OOH, TV, radio and social driving awareness and provoking action, and coincided with the public streaming release of the Deep Rising feature documentary.
Drawing upon UN law which states that the deep seabed in international waters is the common heritage of all humankind, we redivided the designated mining area of 16 gigantic plots into 8.17 billion digital plots so all humanity can reclaim it for protection, not plunder at DeepRising.com, a first-of-it's-kind platform.
With every claim at DeepRising.com, visitors receive a unique birthright certificate (DeepSea NFT) pegged to their unique claim coordinates in the disputed 'mining zone' and featuring the deep sea life they are helping to protect. These lifeforms became the visual campaign language across OOH and shareable social assets, driving further awareness.
