Climate change is making our oceans more acid, with the coastal areas bearing the majority of the impact, killing reefs and threatening ecosystems. Smartwax is a natural surf wax formula that reverses this acidification by simply asking surfers to modify their regular behavior. Every single surfer who uses the wax can neutralise up to 1.3m3 of water. And with over 35 million active surfers worldwide, they could rebalance over 1,000,000 swimming pools worth of acidic water each year. To launch the wax, special samples were created in the shape of US president, Donald Trump, and Brazil’s president, Jair Bolsonaro, two of the world’s most infamous climate change deniers. The new wax formula gave the million-strong global surfing community the opportunity to be part of the solution. Their response was so overwhelming that one month after the launch, 70% of the global market have asked for the formula, with 8 brands are already using it. And what started as a little drop in the ocean is getting bigger every day as Clean Ocean Foundation currently explores other materials to apply the additive that makes SmartWax, including sunscreen, hull sealants, life jackets, dive gear, anchors, jet skis and swimwear. In the hope that we save our oceans, one wave at a time.

This professional campaign titled 'SmartWax' was published in Australia in February, 2020. It was created for the brand: Clean Ocean Foundation Australia, by ad agency: McCann. This Experiential medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted about 4 years ago by Machado: Guilherme of McCann Melbourne .


Advertising Agency: McCann, Melbourne, Australia
Cco: Pat Baron
Cd: Andrew Woodhead
Acd: Guilherme Machado
Acd: Alex Newman
Creatives: Guilherme Machado, Alex Newman, Moira Cotnoir
Designer: Rafael Martins
Creative Assistants: Cameron Watson, Jim Coumans
Acd: Aaron Lipson


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