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Top 6: October 1st 2014

Optus: Clever Buoy

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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


Nikki Marsh


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:


Content Film Director:

Josh Moore

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