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Top 6: October 1st 2014
Interactive

Optus: Clever Buoy

Clever Buoy
Top 6: October 1st 2014
Optus has Australia’s second largest telecommunication’s network. M&C Saatchi Sydney's task was to improve consumer awareness and brand perception, by changing the conversation from the size of the Optus Network to the amazing things it can do. In response they developed Clever Buoy. A smart ocean buoy that detects sharks and sends instant alerts to lifeguards via the Optus Network. Traditionally sharks are difficult to detect using sonar and no such detection technology exists anywhere in the world. So they developed a breakthrough method specifically calibrated to detect the shark’s size, and unique movement. Once a shark has been detected, a real-time message is transferred via Optus’ Inmarsat satellite to the lifeguard towers. This data is also shared with scientists and researchers in Google+.
Credits Other credits

Concept / Art Director:

Paul Gregson



Concept / Copywriter:

Jono Flannery



Concept / Creative Technologist:

James Bush



Creative Directors:

Paul Dunne

Ant Larcombe



Project Director:

Nadine Frisk



Senior Account Director:

Karlee Weatherstone



Senior Account Manager:

Sarah Cunningham



Design Director:

Steve Hanzic



Head of Technology:

Roger Chapman



Executive Creative Director:

Ben Welsh



CEO: Australia

Jaimes Leggett



Group Innovation Director:

Ben Cooper



Strategy Director:

Dan Bye



Chief Strategy Officer

Justin Graham



Executive Producer:

Mick Perry



Producer:

Nikki Marsh



Partner:

Google Australia



Production Company:

Shark Mitigation Systems



Animation Company:

60/40 @ Heckler



Optus Head of Brand and Comms:

Nathan Rosenberg



Optus Brand Project Lead:

Andrea Darling



PR Company:

Fuel Communications



Media Agency:

Starcom



Content Film Director:

Josh Moore

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