Optus and Google launch shark detection project to protect Australians and demonstrate the power of the Optus network via M&C Saatchi Sydney
In a unique collaboration with Optus, Google and tech company Shark Mitigation Services, M&C Saatchi has responded to an Optus brief to demonstrate the power of its network with an R&D project that creates world-first, breakthrough shark detection technology to help protect people and sharks throughout Australia and the world.
Based on its belief that brands are built off the back of consumer experiences, M&C Saatchi decided a compelling demonstration of the efficacy of the Optus network coverage was better than merely talking about it.
‘Project Clever Buoy’ harnesses new and existing technologies to develop world-first smart ocean buoys that can detect sharks and alert those on the beach via the Optus network, to minimise the risk of shark attacks.
This project is the perfect response for Optus because it’s a demonstration of their brand DNA, to push the boundaries of innovation and have their consumers’ backs.
Says Jaimes Leggett, M&C Saatchi chief executive: “Clever Buoy is a compelling demonstration of the power of the Optus network. We are fiercely proud of the result of our collaboration with Optus, Google and Shark Mitigation Systems.
“Product development is becoming an increasingly important component of the M&C Saatchi’s Group offering. Clever Buoy is in its prototype phase and is about to undergo a series of commercial trials.
“The sheer brilliance of the work by Shark Mitigation Systems has been humbling.”
Optus has fully supported the project from day one, embracing its visionary innovation with considerable backing.
Says Nathan Rosenberg, Optus head of brand: “We were totally pumped with the M&C Saatchi team’s response to our request for a project that showcased the power of the Optus Network. We didn’t want just an advertising campaign, we wanted a really brilliant idea that could make a real difference.
“The project started out as a brainstorm but is now a digital project that has the potential to improve the lives of every Australian at a place they love – the beach. Clever Buoy could change beach safety as we learn more about shark behaviour through a truly revolutionary and digital method of detection.”
Google has selected ‘Project Clever Buoy’ in its global Re: Brief project, which has so far included iconic brands like Coke and VW. The project is designed to re-imagine what advertising can be and push the boundaries of where creativity and technology intersect.
This is the first time Google has run a Re: Brief project in Australia.
(Pictured L-R with the Clever Buoy: Andrea Darling, Optus brand partnerships, brand & communications; Roberta MacDonald, Google head of creative agency engagement; Nathan Rosenberg, Optus head of brand & communications; Justin Graham, M&C Saatchi chief strategy officer.)
31 Comments
Genius idea. Gamechanger. Does good, improves lives.
Adds value to both the Optus & Google brands.
(And M&C’s digi / innovation creds…)
Well done.
Great concept, well done M&C, inspirational stuff, shows what is possible when you think outside the box
Thats massive – one of the biggest ideas I’ve seen in ages
Love when tech adds real value 🙂
Surf Life Saving WA run a similar program on Twitter…
https://twitter.com/SLSWA
What if it’s a whale, marlin, decent size tuna, dolphin or seal?
Bondi Beach would have to be evacuated a dozen times a week during the whale season. And dolphins are common place on all beaches these days.
So good to see something original. Well done to the clever buoys
who came up with it.
Saving lives is so much more imortant than winning awards.
Although I’ve got a feeling this will do both.
Clever. Very clever.
Great idea. And good to see an idea actually designed to roll out instead of a one-off.
And is that Mr Graham I see there?
Nice one M&C.
Very noice. But really needs proof of effectiveness before it’s worthy of any awards.
@Fisherman – watch the education clip (and educate yourself) before you start ripping into it. The software used is calibrated to purely pick up on sharks, through their shapes and swimming patterns, or whatnot.
http://youtu.be/QYHPe5xHcms
Well done to all involved. Award-winning, smart work.
After seeing so much fortuitously-timed Cannes scam in recent weeks, this fills me with happy.
Great idea. Bold move by M&C.
Obviously a brave client too.
Kudos to everyone involved.
Congrats Paul & Jonno!
It’s a big idea but without an effective execution (which I can see as being tricky) it’s just that…an idea.
I also fail to really see the link to optus products as it presumably contacts the life guards and not optus users. Longevity wise I could see it irritating the shit out of people as Fisherman says. Then optus will be linked to scaremongering and killing a fun mood.
Ok I do have a hangover and am being a grumpy POM today but this needs further development to be award worthy.
On average, in Australia, two people die from shark attacks every year.
Two.
Around 275 drown.
275.
And around 2,000 kark it thanks to the flu.
2,000
Lifetime odds of dying from the flu: 1 in 63
Lifetime odds of dying from the shark: 1 in 3,700,000
My question is: why the fuss?
OBTW, JAWS the movie called. He wants his irrational terror back.
Brilliant.
Should get the team onto Flight 370.
Seriously well done you guys.
This is the first piece of work I’ve seen on this blog to inspire me in years!
I’m bloody jealous, I wish I’d done it.
Good one.
well done paul and jonno.
@ Bigger Fish To Fry. No denying you have a point there. But maybe an idea such as this will stop moronic Governments from culling an endangered species. The less we keep fucking with our eco system the better. So maybe, from that perspective, thinking beyond the minimal threat to life that sharks pose, this is indeed a good idea.
Well, that passes the ‘Wish I’d done it test.’.
Well done M&C.
Well done Optus for buying into the idea.
The industry needs more clients willing to back an idea and see it through to fruition.
Well done to all involved, great to see something like this come off
Great work lads.
Even if it saves only one life, it does a lot more than most ads these days.
– A
Great intention but you have simply re skinned an existing idea that’s being used by oil companies around the world that prevents seals and other mammals from entering turbines. You said it yourself in the video? So you just took that idea altered the software to search for sharks.
Doesn’t sound like an innovation or anywhere close to Black D&AD pencil.
Clever Buoy is an R&D project and the intention is that through further testing we can calibrate the software to distinguish species. The technology has not been used in this capacity before and is an exciting developmental process.
In response to all the negativity. Get over yourselves.
Why don’t you understand the connection to Optus?
Because you’re too busy being jealous that your little pathetic minds didnt come up with the idea yourselves.
Advertising in changing. Its not about print, tv, and standard coms. Its about making a difference in peoples lives. Its about brands pushing boundaries. Taking new tech, old tech, and great ideas and combining it into something thats tangible and new. Its about enabling people….. To haters…. PFFFT> Never seen a hater doing better than the person, or people they’re bagging.
Enough said.
This is a nice idea but it will not save lives.
It has been proved that people being afraid of sharks actually saves lives through less drownings.
1st campaign ever from Asia Pacific picked up by Google for its Re: Brief programme that reimagines what advertising is. We should all be proud of this, especially the crew from M&C, go Jono & Paul!
exceptional idea – very proud of my Australia family – well done team!
I want to contact the right person to tell an idea perhaps can complement the bouy clever solution, can you send some email, I am waiting for your kind reply.
A great concept, well done!
We are upset by Whale strandings. Can you guys use ‘Clever Bouy’ with other gizmo’s to deter whales?
If so,……. there is a serious need.