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Great Barrier Reef Foundation. Natural is History

Superdream launched its Australian office in Brisbane in 2016. To coincide with the launch, Superdream appeared on the irreverent Australian TV show, Gruen, for an episode of The Pitch – an advertising competition that gives agencies an impossible brief or unsellable product. 

Pitched against Engine Group, our task was to convince Aussies that paving over the Great Barrier Reef is a bonzer idea.

We decided that to sell this concept, we needed to pitch it to a new, younger, generation. A generation that demands everything instantly, and isn’t prepared to wait around when things don’t go right the first time. So we created a new reef. A reef full of guaranteed sightings. A reef that provides individually tailored experiences. A reef 2.0 designed for Millennials.

Superdream won the pitch, obviously, and the Great Barrier Reef Foundation subsequently asked them to work with them on saving, not paving, the reef.

How's that for reverse psychology?