Unleashing a Movement for Ocean Health
A sports league had a vision to launch a movement for the environment. At their disposal: millions of global fans and an undeniably cool ecosystem of pros, brands, culture, and lifestyle. The challenge was to manifest all that potential into something more than an ad campaign or academically focused CSR effort.
Research identified the potential to reframe a complicated and morose narrative as an optimistic and ascendant movement. Leveraging fans’ deep connection to the issue, the opportunity was to create a platform directly attached to the sport that allowed them to speak out, to share, and to act.
Strategic positioning led to creative development for launch, including video, customer journey on the website, social engagement and events.