National Geographic

'I am the ocean' campaign

Social Impact, CSR Initiatives

Brief:

Working to combat the perception that the complexity of ocean health issues, coupled with the 'the ocean is too big for individuals to make a difference' mentality, National Geographic wanted to send out a rallying cry on behalf of the world's oceans.

Strategic thinking:

Looking to distil the issue and make it relevant to people around the world, Green Team focused on a simple, yet powerful insight– human health and the health of our oceans go hand in hand. From there, the 'I am the Ocean' campaign came to life.

Creative:

With striking imagery used to communicate the interconnection between humanity and the ocean, the tonality of the campaign sought to balance the extreme gravity of the issue with a sense of hope.

The Results:

Launching the 5 year global campaign in 2010, we're just getting started.