agency. Emotive
production. Mint Films/@SamCotton
media. google/social/targeted linkedin
As a consequence of rising water temperatures, a staggering 95% of Tasmania’s Giant Kelp Forests no longer exist. In partnership with leading marine science teams including CSIRO and IMAS, Google employed it’s groundbreaking AI technology to help in an ambitious initiative to revive those kelp populations. Our task was to help bring this largely hidden story to the surface, thereby rallying interest and support at all levels from grass roots, to government for The Invisible Forest.
For broad awareness you can't beat a Google Doodle:
​
​
Further boosting the broad awareness, we partnered with popular social creator Sam Cotton to frame the story in his trademark Aussie way and reach his audience of millions. The assets were then repurposed for Google pre-roll assets:
​
​
All assets led to the Google Digital Futures Initiative information page where our hero film helped tell the full story. This was cut down into 15 second social edits and shared with hey opnion formers at government level via targeted Linked-in posting. The campaign has successfully brought what was a hidden problem to light and has helped raise ongoing funding to continue this vital environmental project.