The Ocean Agency needed to talk to the masses about coral reefs in a totally new way. So we built Glowing Glowing Gone, a new activist sub-brand that makes coral’s last cry impossible to ignore.
Coral’s last cry is a phenomenon called fluorescing. In a final act of self defence, they create a vivid chemical reaction to attract attention in an attempt to survive. But its hidden beneath the surface where nobody can see it. We brought these colours to the world through a partnerships model that allowed some of the worlds biggest brands to Glow with us and raise awareness.
Press: The UN, Trendhunter, Lonely Planet, My Modern Met, AdWeek, The Drum.
My Role: Creative Director
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Our launch campaign tapped into the creative community and asked them to create the propaganda coral needs.
We worked with Pantone to create the fluorescent colours, Adobe to build a photoshop plugin that launched at Adobe Max, promoted it through WeTransfer and got media space in Times Square to display the best pieces.
