Shark Shield rebrands to Ocean Guardian and appoints Banjo as its new creative agency

Shark Shield, the world’s only scientifically proven and independently tested shark deterrent technology will today rebrand to Ocean Guardian – Powered by Shark Shield Technology. With over 20 years heritage, it was not a light decision for the brand but necessary to take the organisation to the next level as they continue to lead the way in shark deterrent technology worldwide.

To assist with awareness of the new branding and name, Ocean Guardian – Powered by Shark Shield Technology has also appointed creative agency Banjo as its new advertising agency partner.

The agency will be charged with creating an awareness and sales demand campaign following the name change from Shark Shield to Ocean Guardian, Powered by Shark Shield Technology. The Ocean Guardian name paves the way for future new product development from solely personal shark deterrents to providing boat and beach protection.

Banjo’s first creative task will be to promote the Ocean Guardian Freedom+ Surf product, the world’s first surfboard enabled with Shark Shield technology. The Freedom+ Surf was designed in conjunction with Tom Carroll and Ocean & Earth and has a seamless ‘built-in’ shark deterrent that has no impact on surfing performance. The FREEDOM+ Surf won gold at the international Edison Innovation awards held in New York on April 11th, 2018.

Says Lindsay Lyon, CEO, Ocean Guardian: “Over the coming months we have a strategic plan to transition the brand and company from Shark Shield to Ocean Guardian. In order to retain consumer confidence in the products we have deliberately decided to keep Shark Shield in the tagline which will be used in all communications and on pack.

“We are delighted to have Banjo as our agency. The depth of thinking and detail during the pitch process – in partnership with Frontier Media – was second to none. We have such a solid proven technology story, we just need it told’.”

Says Kath O’Shea, client services director, Banjo: “With shark attacks on the increase, our consumers are finding reasons not to go in the water. What was previously a source of relaxation has turned into a source of anxiety. To have a brand that is tried and tested makes our job easy, all we need to do is talk in facts. There are a growing number of competitive products out there, but Ocean Guardian powered by Shark Shield Technology is the world’s only proven shark deterrent. We’re going to be taking this message to our passionate ocean lovers, as the brand that lets them to keep doing what they love.”

Banjo will look after the strategy, creative and production. Frontier Media will be managing the media strategy and buying. The campaign will launch initially through digital channels in both East/West coast Australia and the USA on 15th April.

Says Lyon: “By breaking the offering into category specific groups, we hope to take the brand from niche to mass and also organically work with the diving, surfing, beach, and boating communities. Our initial focus will be on the eastern seaboard of NSW and WA, plus Florida, Hawaii and California in the US.”