For years, Hyundai has been restoring kelp forests in South Korea in partnership with the Korean government and the Ministry of Oceans as part of its sustainability efforts.
Our challenge was to bring that work to life.
Rather than simply talking about kelp forests, we wanted to give them the same cultural status as their terrestrial counterparts. Most people can name iconic forests like the Amazon or the Black Forest. Almost nobody can name a kelp forest.
The reason is simple: kelp forests rarely have public-facing names.
So we set out to change that.
Working with leading NGOs, we created the first unified map of kelp forests by bringing together fragmented datasets from organizations around the world into a single system. This allowed us to identify, define, and officially name kelp forests across three continents, giving these vital ecosystems an identity people can recognize, talk about, and ultimately protect.
AGENCY: BBDO NY
ROLE: CREATIVE DIRECTOR
CORE TEAM FCB NY:
Global Creative Partner: Danilo Boer
Chief Creative Officer: Michael Aimette
Executive Creative Director: Ricardo Franco
Creative Directors: Pieter Claeys, Roxane Schneider
Associate Creative Directors: Helio Mafia, Yllo Pedra
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