We 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 bonza 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 for Millenials.
A reef 2.0
Natural is history.
judges voted for our idea and we won The Pitch
people watched it again on Facebook
Aussies tuned in, winning TV ratings for that night, even beating Home & Away