Optus’ ‘Clever Buoy’ campaign by M&C Saatchi Sydney has won a Gold Lion at Cannes in the mobile category.

Launched in 2014, ‘Clever Buoy’ demonstrated the power of the Optus network by developing a piece of breakthrough shark detection technology. The smart ocean buoy detects sharks in the water and sends instant alerts to lifeguards via the Optus network, protecting the lives of both people and sharks.

The campaign achieved a social media reach of more than 19 million with an 84% positive sentiment towards the Optus brand, and has featured in more than 475 news stories globally.

The Cannes Gold Lion is the latest in a string of awards for the campaign, including Grand Prix and Gold at the WARC Prize for Innovation, ‘Most Innovative Use of Digital’ at the London International Awards, and 4 Pencils at the 2015 One Show Awards.

Find out more about the campaign by checking out our case study here.

 

Campaign credits:

Brand name of product or service: ‘Clever Buoy’

Client: Optus

Concept/art director: Paul Gregson

Concept/copywriter: Jono Flannery

Concept/creative technologist: James Bush

Creative directors: Paul Dunne and Ant Larcombe

Project director: Nadine Frisk

Senior account director: Karlee Weatherstone

Senior account manager: Sarah Cunningham

Design director: Steve Hanzic

Head of technology: Roger Chapman

Executive creative director: Ben Welsh

CEO Australia: Jaimes Leggett

Group innovation director: Ben Cooper

Strategy director: Dan Bye

Chief strategy officer: Justin Graham

Executive producer: Mick Perry

Producer: Nikki Marsh

Partner: Google Australia

PR company: Fuel Communications

Media agency: Starcom

Production company: Shark Mitigation Systems

Animation company: 60/40 @ Heckler

Optus directors, brand & communications: Andrew Branwhite and Nathan Rosenberg

Optus brand project lead: Andrea Darling

Optus corporate affairs manager: Claire Wong

Content film director: Josh Moore