Deloitte Australia Great Barrier Reef campaign shortlisted for Cannes Lions award

Deloitte’s Value of Nature campaign for the Great Barrier Reef Foundation has been selected as one of 21 contenders shortlisted for Cannes Lions awards. The awards celebrate creativity and innovation in the field of branded communications and advertising and will be held at the Cannes Lions Festival which will kick of on the 18th of June.

The Cannes Lions is an international festival of creativity and is the largest of its kind in the world. Showcasing a number of groundbreaking campaigns each year across multiple categories – Glass: The Lion for Change, Innovation, Titanium, health & wellness, Pharma, Design – the awards will take place at the end of June. 

Held in the southern French city of Cannes, a stones throw from Nice on the French Riviera, the festival will be held in the Palais des Festivals et des Congrès de Cannes. The Cannes Lions will see over 16,000 attendees and nearly 5,000 companies attend the four day festival, networking and sharing experiences within the field of creative communications.

Deloitte’s Value of Nature campaign has been selected in the two categories of Innovation and Titanium. Innovation, as one could probably decipher, is based on creativity and creation whilst focusing on the tech-enabled and data-driven domain which is reshaping communications globally. Titanium on the other hand focuses not on the medium itself, but on the breakthroughsand provocative ideas which can lead the industry in a new direction entirely.

Deloitte Digital Australia announced yesterday that the professional services and consulting firm have been shortlisted for both categories via twitter: “We're thrilled to announce that our Great Barrier Reef Value of Nature work has been shortlisted for the Titanium & Innovation awards at #CannesLions.”

The campaign itself was created in conjunction with the Great Barrier Reef Foundation and is supported by a Deloitte research study which identifies the economic and cultural value of the reef. The report, ‘At what price? The economic, social and icon value of the Great Barrier Reef’, sets the value of the reef at $56 billion and determines that the natural wonder provides Australians with 64,000 jobs.

“Need a reason to save the Great Barrier Reef? We’ve found 56 billion of them,” said a statement accompanying the report. “As the planet’s largest living structure and one of the world’s most complex and diverse natural ecosystems, the Great Barrier Reef is justifiably considered both priceless and irreplaceable. But what is it worth?”

Deloitte Digital is quickly growing to become on of Australia’s largest and most prestigious media and communication agencies. With a strong focus on creativity and digital consulting, the firm is bridging the gap between consulting firms and traditional media agencies. The reason for this is quite simple; the two worlds of communications and strategy are intersecting through digital technology.