AUSTRALIA — To win an inaugural Aria for the Advertising category is an exceptional honor to say the least. It was the first ever ARIA Award given out to the creative and advertising industry, which Innocean Australian won on behalf of its environmental charity partner, AMCS (Australian Marine Conservation Society). The campaign, “The Voice Of The Sea,” is a beautiful love song for the ocean, and how its love feels unrequited.
The powerful lyrics are the basis to get school kids to understand what’s behind them and provides the impetus to learn more. So, “The voice of the sea” came along with educational materials, certificates, even visits from AMCS marine biologists.
“The Voice of The Sea” shows the power of song can spark change; it’s an ongoing platform that continues to drive action.
Next year, a whole curriculum is launching supported by Penguin Books, which have published a storybook with the lyrics and beautiful illustrations from the lyric film (being released in February for Back to School).
Imogen Scott, Communications Director at AMCS said “We were blown away to hear our ‘Voice of the Sea’ campaign with Innocean won at Australia’s most prestigious music awards! With Innocean’s innovative approach and John Williamson’s inimitable talent, the Voice of the Sea transcends a mere song – it’s a symphony of creativity, dedication and passion for ocean protection.”
“Winning the ARIA with Innocean was an exhilarating triumph; it celebrates the seamless synergy of a team fueled by creativity and dedication. Innocean epitomizes collaboration, proving that greatness arises when a talented team unites not just with passion for excellence but with a genuine dedication to the cause. The ARIA win has catapulted our campaign into the spotlight, drawing attention from the public, media, and business supporters. Through this accolade, the Voice of the Sea campaign amplifies its message, fostering a deeper understanding of the crucial need to protect our oceans,” Imogen furthered.
A Silver Clio for another platform with ties to the ocean
Keeping the theme of winning big when it comes to Innocean and ocean-themed campaigns was the news that the agency won a Silver Clio (and a Shortlist) for its Hyundai partnership with Surfing Australia.
“She’s Electric” is an ongoing platform by Innnocean Australia that works to promote and empower female surfers at a grassroots level.
For year two of the platform, Innocean Australia used data to address the inequality and unfairness at a grassroots level, giving sponsorship and media fame to the female surfers who climbed the leaderboard.
The campaign won a Silver Sport Clio for “Creative use of Data,” and was shortlisted for “Sponsorships and Partnerships.”
As this year’s campaign draws to a close, the agency are embarking on a third year of activity, this time embarking on an ambitious idea that will culminate at the Paris Olympic Games where surfing is making only its second ever appearance.