Australian advertising agency Emotive launched a global impact campaign this week called Deep Rising to protect the deep ocean and stop deep-sea mining. More than $2 million was committed to the project by partners such as Nine, ARN, JCDecaux, and Mamamia with $1M of support committed in the last month.
Emotive’s creative director Paul Sharp, was Co-Executive Producer of the documentary Deep Rising, narrated by Jason Momoa. The campaign uses blockchain technology to allow individuals to claim a personalized Birthright Certificate, each linked to their own unique set of GPS coordinates mapped across the seabed at risk.
“We’re proud to support bringing awareness to Deep Rising — a compelling campaign that not only captivates with its stunning storytelling but also underscores the urgent need for environmental stewardship,” said Liana Dubois Chief Marketing Officer, Nine. “Our aim is to spark conversations, challenge perspectives, inform and entertain audiences, aligning with our purpose in shaping culture. Deep Rising uses the influence of creative storytelling to spark conversation on a critical human necessity.”
As lead creative agency, Emotive, on a pro-bono basis, has driven the strategy, crafted campaign assets, designed the campaign hub, deeprising.com and secured global media partners.
“Emotive’s purpose is to create ideas that change the way people feel and we need to change how people feel about deep sea mining if we’re going to prevent the biggest mining site on earth being created under the Pacific Ocean, and an ecological catastrophe that won’t just impact us, but future generations,” said Michael Hogg, Managing Partner and Chief Strategy Officer, Emotive.
