| Title | Hope Reef (Case Film) |
| Agency | AMV BBDO |
| Campaign | Hope Grows |
| Advertiser | Mars, Inc. |
| Brand | Sheba |
| Date of First Broadcast/Publication | 2021 / 5 |
| Business Sector | Pet Food, Pet Care Products & Services |
| Philosophy | 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[1]. 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. |
| Media Type | Case Study |
| Length | |
| Soundtrack | “Hope Grows” by Biggi Hilmars |
| Production Company | Framestore |
| Chief Creative Officer | Alex Grieve |
| Executive Creative Director | Nicholas Hulley |
| Executive Creative Director | Nadja Lossgott |
| Creative Director | Mario Kerkstra |
| Creative Director | Clark Edwards |
| Creative Director | Andre Hull |
| Creative Team | Victor Bustani |
| Creative Team | Ricardo Porto |
| Creative Team | Pieter Rossouw |
| Creative Team | Mat Scholes |
| creative Design Director | Mario Kerkstra |
| Planning Team | Lola Finney-Neves |
| Planning Team | Talitha Turbin |
| Planning Team | Brian Williamson |
| Planning Team | Emily Brydon |
| Account Management Team | Maddie Burnell |
| Account Management Team | Alice Kasappian |
| Account Management Team | Ella Fanshawe |
| Account Management Team | Ella Dolding |
| Account Management Team | Laura Balfour |
| Agency Producer | Laura Rawdon |
| Agency Producer | Vicki Lavington |
| Agency Producer | Claire Nolan |
| Agency Producer | Freya Axworthy |
| Agency Producer | Felicity Bamber |
| Agency Producer | Shail Mehta |
| Agency Producer | Adrienn Major |
| Agency Producer | Leonie Chaudhry |
| Agency Producer | Nick Godden |
| Media Agency | MediaCom |
| PR Agency | Freuds |
| Public Relations | Charlotte Budd |
| Public Relations | Hannah Wallace |
| Public Relations | Scott Slattery |
| Public Relations | Ali Bedford |
| Public Relations | Emma Adams |
| Public Relations | Siobhan Hennessy |
| Public Relations | Frankie Dunn |
| Public Relations | Sydney Shapiro |
| Public Relations | Rosalia Shindjoba |
| Public Relations | Daryl White |
| Production Company | Weare17 |
| Production Company | The Glue Society |
| Production Company | Indo Pacific Films |
| Production Company | Production Flare |
| Production Company | Makemepulse |
| Production Company | W3 |
| Production Company | King Henry Studio |
| Director | Paul Bruty |
| Director | Murray Butler |
| VFX Supervisor | Grant Walker |
| CG Supervisor | Hernan Llano |
| Producer | Sophie Harrison |
| Producer | Jasmin Helliar |
| Editor | Maia Lloyd |
| Editing Company | Shortcut Club |
| Audio Post Production | Echolab |
| Music Composer | Biggi Hilmars |
| Music | Radford Music |
| Digital & Social Art Director | Mat Scholes |
| Digital & Social Art Director | Pieter Rossouw |
| Digital & Social Art Director | Mario Kerkstra |
| Copywriter | Hermione Wright |
| Copywriter | Pieter Rossouw |
| Copywriter | Mat Scholes |