description: Last year, renowned oceanographer Sylvia Earle won the TED Prize and made her wish to create marine protected areas, or hope spots, across the globe to save the "blue heart of our planet." To help Sylvia realize her wish, Razorfish offered TED its support as the lead agency, focused on building a brand that connects global constituents with the cause and creates broad-based awareness of hope spots as a solution to the oceans' problems. Razorfish's Planning team conducted global research to create a brand strategy for Sylvia's organization, which resulted in the creation of the new Mission Blue brand. This brand embodies hope, yet instills a sense of urgency to drive action. Based on the brand strategy, Razorfish's creative team concepted a global 360 campaign called Beneath the Surface that maximizes impact by shedding light on what is happening to an incredible underwater world that many of us never get to experience.

catégorie : Film / TV / Cinema

segment de marché : Associations/Charities

client : TED Prize: Sylvia Earle

marque/produit : Mission Blue

directeur de création : John Antoniello

concepteur rédacteur : Mark Anderson

campagne pro bono : Non