The Great Barrier Reef Foundation has appointed Leo Burnett Australia as its new creative agency, following a competitive pitch.
The Foundation began a tender process earlier this year seeking an agency to launch a large-scale mass appeal campaign aimed at changing people’s behaviour in order to make a meaningful difference to address climate change and protect the Great Barrier Reef.
The Great Barrier Reef Foundation director of marketing and communications Marni Ryan says Leo Burnett was the "stand-out" agency during the pitch process.
"The agency’s insightful thinking, breakthrough creativity and sheer passion for this compelling brief made it an easy decision for us to make," Ryan says.
"We were also looking for an agency who would truly be an extension of our team, and we have certainly found that with Leo Burnett.
"“There has never been a more critical time for our planet, where the actions we take now could not only make an impact on the Great Barrier Reef, the largest living organism on earth, but will also have an impact on our future.
"We know there is a lot to be done, but there is hope if we all take action together, which is why we are so thrilled to be working with Leo Burnett on this important body of work.”
Leo Burnett is tasked with the remit of helping households make the connection between addressing climate change and protecting the Reef.
The agency is currently working on a campaign that is due to launch in 2021.
“This is a project at the heart of what we do and what we believe in," Leo Burnett Sydney general manager James Walker-Smith says.
"Bringing creativity to help solve one of the biggest challenges of our times; we couldn’t be more excited to work on this project with the Great Barrier Reef Foundation.”
As the action station for the Reef, the Great Barrier Reef Foundation is bringing together people and science to deliver the world’s largest coral reefs program and more than 60 Reef-saving projects.
The Great Barrier Reef Foundation has previously worked with Leo Burnett to deliver its brand identity back in 2016.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.