With consumers looking to brands to take an active role in environmental conservation, we are launching through the SHEBA® brand, a purpose-led initiative to create hope for the world’s coral reefs and drive action, known as Sheba Hope Grows. The campaign illustrates our commitment to do more as a brand to protect the planet for future generations.
Scientists estimate that if the world does nothing, 90% of the world’s tropical reefs will be gone by 2043, impacting nearly 500 million people who depend on them. The effort to solve this requires global cooperation on a massive scale and through this campaign, SHEBA hopes to play the role of catalyst, helping to ensure the future has coral reefs and fish – as more coral today, will ensure more fish tomorrow. Mars Petcare has made progress towards a longstanding goal to sustainably source 100% of the fish used in some of our pet food recipes. Sustainable fishing depends on the seas’ resources and this can only be achieved by supporting these incredible natural assets. As the oceans’ most diverse ecosystem, coral reefs are at the heart of our efforts and why Hope Reef and our commitment to coral restoration is so important.
The global launch of HOPE GROWS marks a key milestone in the long term commitment by the SHEBA® brand to leading the world’s largest coral restoration program. By the end of 2029, the brand plans to restore more than 185,000 square meters – roughly the size of 148 Olympic Swimming Pools – around the world.
Experiential advertisement created by BBDO, United Kingdom for Sheba, within the category: Pets.
CCO: Alex Grieve
ECDs: Nadja Lossgott, Nicholas Hulley
Creative Director: Andre Hull, Clark Edwards, Mario Kerkstra
Creative Team: Clark Edwards, Andre Hull, Mat Scholes, Pieter Rossouw, Ricardo Porto, Victor Bustani
Creative Design Director: Mario Kerkstra
Agency Planning Team: Emily Brydon, Brian Williamson, Talitha Turbin, Lola Finney-Neves
Agency Account Team: Laura Balfour, Ella Dolding, Ella Fanshawe, Alice Kasappian, Maddie Burnell
Agency Producer: Nick Godden, Leonie Chaudhry, Adrienn Major, Shail Mehta, Felicity Bamber, Freya Axworthy, Claire Nolan, Vicki Lavington, Laura Rawdon
Media Agency: Mediacom
PR Agency: Freuds
PR Team: Charlotte Budd, Hannah Wallace, Scott Slattery, Ali Bedford, Emma Adams, Siobhan Hennessy, Frankie Dunn, Sydney Shapiro, Rosalia Shindjoba, Daryl White
Production Company: Framestore, weareseventeen, The Glue Society @ Revolver & Biscuit Filmwork, Indo Pacific Films, Flare Production, Make Me Pulse, W3, King Henry
Director: Murray Butler, Paul Bruty
VFX Supervisor: Grant Walker
CG Supervisor: Hernan Llano
Production Co. Producer: Sophie Harrison / Hope Grows, Jasmin Helliar / The Making of
Edit: Maia Lloyd / Shortcut Club
Post-production Company: Framestore, Flare Productions
Sound studio: ECHOLAB
Song composer: Biggi Hilmars / Radford Music
Audio Post-production: ECHOLAB
Digital Design Company: Make Me Pulse
Digital & Social Art Director: Mat Scholes, Pieter Rossouw, Mario Kerkstra
Digital & Social Copywriter: Mat Scholes, Pieter Rossouw, Hermione Wright