Sheba - Hope Reef
Sheba, a Mars cat food brand, approached AMV BBDO. The client wanted to address the urgent global coral reef crisis, which threatened marine life and Sheba's ingredient supply. They needed a campaign to authentically demonstrate commitment to marine restoration, raise awareness, and actively restore reefs, aiming for 185,000 sqm by 2029, thereby boosting brand reputation and consumer engagement.
Creative Idea
Sheba built a giant underwater "Hope" word from reef structures to highlight destruction and actively restore coral.
Sheba, a cat food brand, created a massive underwater "Hope" reef installation to draw attention to coral reef destruction and actively restore marine ecosystems. By constructing a 35-meter "Hope" word using Reef Stars structures, Sheba transformed a marketing campaign into a real environmental restoration project that literally spells out hope for coral reefs.
The Living Billboard Visible From Space
A Media Channel That Grows Coral
Sheba flipped the traditional advertising model by launching a YouTube channel where 100% of ad revenue is donated directly to coral restoration. This "Mutual Value" strategy transformed the brand into a content creator for a cause, generating 440,000 hours of content views in just three months. The initiative proved that environmental restoration drives commercial growth, resulting in a 308% ROI and a 10.4% sales lift in physical stores. The campaign was so resonant that consumers without cats reported purchasing Sheba specifically to "vote" for the ocean with their wallets.
Procedural Growth and Satellite Landmarks
When COVID - 19 travel restrictions halted physical production, Framestore used procedural generation in Houdini to simulate five years of biological growth, creating a scientifically accurate vision of the reef's future. The physical installation in Indonesia consists of 60,000 Reef Stars - hexagonal steel structures handmade by the local community. These were arranged to spell "HOPE" in letters 46 feet high. The team collaborated with Google to ensure the 150 - foot - long installation was large enough to be captured by satellites, eventually earning Historical Landmark status on Google Earth.
From Barren Sand to 70% Coral Cover
Led by Professor David Smith, Chief Marine Scientist at Mars Inc., the project saw coral cover skyrocket from less than 2% to over 70% at the site. The narrative was anchored by Samaila, a local Bontosuan fisherman who witnessed the reef's rebirth. To amplify the message, actor Auli’i Cravalho served as associate producer for the *Reef Builders* documentary. The project is designed to be temporary in the most poetic way: the regrowing coral is expected to eventually "swallow" the steel structures, causing the word HOPE to disappear into a fully restored natural ecosystem.
Creative Strategy Deconstructed
Company
As a brand whose core product relies on fish, Sheba has a direct business stake in ocean health and marine biodiversity. Leveraging the scientific expertise of Mars Sustainable Solutions, they possessed the technical capability to engineer large-scale coral restoration using innovative Reef Star structures.
Category
Pet food brands typically focus on domestic pet health or emotional owner-pet bonds, with sustainability efforts limited to packaging or sourcing claims. Most environmental marketing in this space remains abstract or awareness-based rather than involving direct, large-scale physical intervention in the ecosystem.
Customer
Conscious pet owners feel a deep sense of 'eco-anxiety' and are increasingly skeptical of 'greenwashing' or shallow corporate social responsibility. They crave tangible, visible proof that the brands they support are actively solving environmental crises rather than just talking about them.
Culture
In an era defined by global climate collapse and the accessibility of satellite imagery like Google Earth, there is a cultural shift from 'storytelling' to 'storydoing.' People now value brands that create permanent, positive physical changes in the world that are verifiable and transparent.
Company
As a brand whose core product relies on fish, Sheba has a direct business stake in ocean health and marine biodiversity. Leveraging the scientific expertise of Mars Sustainable Solutions, they possessed the technical capability to engineer large-scale coral restoration using innovative Reef Star structures.
Category
Pet food brands typically focus on domestic pet health or emotional owner-pet bonds, with sustainability efforts limited to packaging or sourcing claims. Most environmental marketing in this space remains abstract or awareness-based rather than involving direct, large-scale physical intervention in the ecosystem.
Strategy:
Engineer a living ecosystem to transform the brand from a consumer of fish into a restorer of oceans.
Customer
Conscious pet owners feel a deep sense of 'eco-anxiety' and are increasingly skeptical of 'greenwashing' or shallow corporate social responsibility. They crave tangible, visible proof that the brands they support are actively solving environmental crises rather than just talking about them.
Culture
In an era defined by global climate collapse and the accessibility of satellite imagery like Google Earth, there is a cultural shift from 'storytelling' to 'storydoing.' People now value brands that create permanent, positive physical changes in the world that are verifiable and transparent.
Strategy:
Engineer a living ecosystem to transform the brand from a consumer of fish into a restorer of oceans.
Strategy Technique
Turn Brand Values Into Action
Sheba transformed its sustainability values into tangible action by building the Hope Reef. This real-world restoration project authentically demonstrates commitment, moving beyond mere statements to active proof.
Explore Technique
Creative Technique
Take a Real Stand
Sheba actively built a 35-meter "Hope" reef, demonstrating real commitment to coral restoration. This tangible action goes beyond mere statements, proving their dedication to a vital environmental cause.
Explore Technique
