AMV BBDO wins Industry Craft Grand Prix at Cannes Lions 2022 for Sheba’s ‘Hope reef’

Sheba’s “Hope reef” coral restoration by Abbott Mead Vickers BBDO claimed the coveted Industry Craft Grand Prix at the Cannes Lions International Festival of Creativity 2022, while Virtue Worldwide snatched the Digital Craft Grand Prix for “Backup Ukraine”.

Committed to conserving coral reeds, Mars Petcare brand Sheba built a living, thriving coral reef off the coast of Sulawesi in Indonesia’s Spermonde Archipelago, on a site that was once barren, having been blasted out by fishermen using explosives to help them collect fish. 

Viewable via Google Maps and Google Earth, the regrown reef was shaped to form the word "hope" – a response to the bleak prediction that if the world does nothing, 90% of its tropical reefs will be gone by 2043.