Snapchat - Remove The Barrier
Snapchat partnered with the Great Barrier Reef Foundation to drive awareness and help the Foundation plant a million corals through a world-first, AR-driven initiative launched at the iconic Bondi Icebergs in Sydney.
We created an experiential launch for the partnership, amplified in-app via two augmented reality Lenses, so the global Snapchat community could participate in the initiative to save the reef.
We reached 91 million people with our message, and drove 837,000 people to pledge to protect The Great Barrier Reef in AR. For each AR pledge, a heat-resistant coral was planted on The Great Barrier Reef.
Generated national buzz, and picked up some metal:
PR Awards Asia 2022 Gold | Best Use of Social Media
PR Awards Asia 2022 Gold | Best Use of VR/AR/MR
PR Awards Asia 2022 Gold | Best Brand Development (Service)
PR Awards Asia 2022 Silver | Best Experiential PR
PR Awards Asia 2022 Bronze | Best Environmental Campaign
B&T Awards 2022 | Best PR Campaign (finalist)
B&T Awards 2022 | Best Use of Social Media (finalist)
B&T Awards 2022 | Best Use of Tech (finalist)
Mumbrella CommsCon 2022 | Best Social Media or Digitally-led Campaign (finalist)
Mumbrella CommsCon 2022 | Best B2C Campaign (finalist)
Mumbrella CommsCon 2022 | PR-led Content Creation (finalist)
Mumbrella CommsCon 2022 | Best PR-led Brand Partnership Campaign (finalist)
Team:
Snap Inc. / Great Barrier Reef Foundation / We Are Different / Only Everything