L - R: Alexandra Heaven (JCD), Tom Sandow (JCD), Simon Joyce (Emotive), Laura Clarke (Deep Rising), Kristian Ilioski (JCD), Natalie Harvey (Mamamia), Josh Kirkman (Surfers for Climate)
Emotive hosted a landmark event at Coogee SLSC to celebrate the launch of Deep Rising, a global impact campaign to protect the deep ocean and stop deep-sea mining.
The event, attended by 200 VIPs, media and special guests, featured an engaging panel unpacking the dangers of deep sea mining, with Deep Rising co-executive producer Laura Clarke, former world tour surfer Adrian ‘Ace’ Buchan, Emotive CSO Michael Hogg and Surfers for Climate CEO Josh Kirkman, alongside live performances from the two-time Aria award-winning duo Lime Cordiale and instrumentalist Jake Meadows.
Inspired by the documentary Deep Rising, ‘The World's Largest Ocean Dispute’ empowers individuals to take action in safeguarding the deep seabed, which faces imminent threats from destructive mining.
Through a blockchain-powered platform, people can directly engage by claiming a personalised Birthright Certificate, each linked to their own unique set of GPS coordinates mapped across the seabed at risk.
With certificates available in over 90 languages, the campaign ensures inclusivity and accessibility, enabling people worldwide to participate. This innovative initiative sends a message to policymakers, urging them to prioritise the protection of our shared ocean for the well-being of future generations.
To highlight the importance of this campaign, President Surangel Whipps Jr. of Palau - a small island nation and a large ocean state, recognised globally for its leadership in sustainability and ocean conservation - delivered a video message to guests at the event, urging immediate action on the protection of the deep seabed.
In his address, Whipps emphasised the critical risks our ocean faces and the urgent need for collective efforts to protect it from further harm and framed the Deep Rising campaign as a meaningful opportunity for individuals worldwide to raise their voices and unite to take a stand in the fight to protect our seabed.
The campaign, headlined via a feature-length documentary narrated by Jason Momoa, has garnered remarkable traction, with thousands of people reclaiming the deep seabed on behalf of humanity and future generations.
The media industry has rallied to support the cause, with over $2million already committed by partners such as Nine, ARN, JCDecaux, and Mamamia - and an incredible incremental $1M of support committed in the last 20 days.
Nine CMO Liana Dubois said they're proud to support bringing awareness to Deep Rising, which underscores the urgent need for environmental stewardship.
“Our aim is to spark conversations, challenge perspectives, inform and entertain audiences, aligning with our purpose in shaping culture.
“Deep Rising uses the influence of creative storytelling to spark conversation on a critical human necessity.”
ARN chief strategy and connections officer Lauren Joyce said one of our core values at ARN is ‘make a difference’ and joining this campaign allows us to do just that.
“We’re proud to play a small part in generating support for the ocean that is integral to the wellbeing of so many of our people and our audiences,” she said.
Mamamia CEO Natalie Harvey said the company's purpose is to make the world a better place for women and girls and of course that includes the beautiful Pacific Ocean.
“Australians have a deep love of the Pacific so we wanted to help the campaign by creating awareness and driving action with our very passionate and engaged audience,” she said.
“As lead creative agency, Emotive, on a pro-bono basis, has driven the strategy, crafted campaign assets, designed the campaign hub, deeprising.com and secured global media partners.
Emotive managing partner and CSO Michael Hogg said the agency's purpose is to create ideas that change the way people feel.
“We need to change how people feel about deep sea mining if we’re going to prevent the biggest mining site on earth being created under the Pacific Ocean, and an ecological catastrophe that won’t just impact us, but future generations,” he said.
Emotive CEO Simon Joyce said it’s been a privilege to join forces with Deep Rising and use the power of creativity for good on a global scale.
“A heartfelt thanks to our incredible media partners for their support,” he said.
“However, the journey is far from complete. We call upon the marketing industry to continue this vital support by donating media resources, ensuring we can halt this ecological disaster before it starts.”
Event Credits:
Client: Deep Rising
Creative & Event Production: Emotive Video & Stills Production: We Know Video Audio Visual: Eat the Elephant
Signage: Ink Media
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