From paving it to saving it. How we came to work with the Great Barrier Reef Foundation.

A dream of ours came true this year, with the launch of Superdream Australia in Brisbane. Starting out supporting Core Assets’ activity, since we opened, we’ve won business in the entertainment, automotive and third sectors. 

Even by agency standards though, our most recent account win down under was a bit unconventional.

In a bit of a coup, we were invited to appear on the Gruen TV show. Gruen is an irreverent magazine programme focused on the advertising industry in Australia. In its 12th season, it goes out at 8:30 PM, Wednesdays, on the ABC Network – often winning the ratings for its slot.

We were invited to appear on ‘The Pitch’ segment. Where two agencies create a fictional 30 second TV commercial answering an ‘impossible brief’ with the Gruen panelists picking a winner. Past challenges have included:

  • Invade New Zealand;
  • Compulsory euthanasia for the over 80s;
  • Make whale meat a family favourite.

You get the picture. We were asked to ‘Convince Australians to pave over the Great Barrier Reef’ up against a Brisbane stalwart agency, Engine Group. Here’s our response:

We won the panel over by two votes to one, celebrating with a live simulcast event at, where else, the Walkabout Bar in Birmingham. Of course, we lied to the MD about the outcome.

As a result, we were contacted by the Great Barrier Reef Foundation and asked to help them raise awareness of the tireless work they do keeping this natural wonder alive and kicking. 

Now that’s what we call reverse psychology.

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