Sheba: Hope Reef

Sheba, a cat food brand, launched an international campaign to make a meaningful and measurable difference to the environment, grow awareness and active interest in the brand and increase sales.

Executive Summary

To launch the world's largest reef restoration program and to prove there can be man-made solutions to man-made problems, Sheba transformed a barren site of dead coral into a living, thriving reef the size of two Olympic pools.

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