Leo Burnett named the Great Barrier Reef Foundation’s creative agency

The Great Barrier Reef Foundation has appointed Leo Burnett Australia as its creative agency, following a competitive pitch.

The tender process began earlier this year, with the Foundation in search of an agency to create a large-scale behaviour change campaign that will encourage people to address climate change and protect the Great Barrier Reef.

Effective immediately, Leo Burnett will begin work on the campaign, which is expected to launch in 2021.

The upcoming campaign will help households make the connection between climate change and reef protection

The addition of the Great Barrier Reef Foundation is a green shoot for the agency, which has lost the creative accounts for Bonds, 7-Eleven and Samsung in the last 12 months. Last week, Mumbrella revealed that these losses led to the redundancy of four roles.

“This is a project at the heart of what we do and what we believe in. Bringing creativity to help solve one of the biggest challenges of our times; we couldn’t be more excited to work on this project with the Great Barrier Reef Foundation,” Leo Burnett Sydney’s general manager, James Walker-Smith, said.

The Great Barrier Reef Foundation facilitates more than 60 reef-saving projects, and previously worked with Leo Burnett in 2016 when it revealed its brand identity.

The Foundation’s director of marketing and communications, Marni Ryan, added: “Leo Burnett was the stand-out winner in our pitch process. The agency’s insightful thinking, breakthrough creativity and sheer passion for this compelling brief made it an easy decision for us to make. We were also looking for an agency who would truly be an extension of our team, and we have certainly found that with Leo Burnett.

“There has never been a more critical time for our planet, where the actions we take now could not only make an impact on the Great Barrier Reef, the largest living organism on earth, but will also have an impact on our future. We know there is a lot to be done, but there is hope if we all take action together, which is why we are so thrilled to be working with Leo Burnett on this important body of work.”


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