Seiko will donate $1 for every photograph of the activation uploaded by people to #DiscoverYourPlanet on Instagram.
Global watch brand Seiko had partnered with Initiative Australia to create an activation series in order to promote Seiko’s investment in ocean research, conducted through the Fabian Cousteau Ocean Learning Centre.
The centre, legacy of the highly regarded ocean researcher Jacques Cousteau, conducts international research and advocacy for greater knowledge and welfare of the world’s oceans.
The campaign launches a mobile activation featuring a large sea-tank that has one half littered by land-based/humanly-constructed debris, and the other half revealing the pristine nature of how the ocean should appear without human interference.
The initiative coincides with the launch of Seiko Prospex's Save The Ocean range.
Additionally, Seiko will further donate $1 for every photograph of the campaign activation uploaded to #DiscoverYourPlanet on Instagram.
Seiko Australia group marketing manager Stuart Smith says: “The Initiative activations team have brought our program to life in a very effective way.
“It’s a strong platform for our Seiko divers’ watches and also fully complements Seiko’s interest and investment in environmental protection.”
Initiative’s head of brand experience Olivia Warren says the mobility of the activation was key to capturing extended audiences.
“We are able to locate the Seiko site in multiple locations close to the ocean on Australia’s East Coast, which heightens the connection between people and the focus of Seiko’s marketing.”
The activation will start in New South Wales and will continue into Queensland coastal centres.
