Clever Buoy makes a big splash at Cannes

Project Clever Buoy wowed them at the Cannes Festival of Creativity as the hot topic of a Google Lightning Talk.

A unique collaboration between M&C Saatchi and Optus, Google and tech company, Shark Mitigation Services, Clever Buoy was the only non-US project on the Lightening Talk bill this year and the only one ever from Australia/Asia Pacific.

M&C Saatchi Group Innovation Director, Ben Cooper was joined by Optus Head of Brand, Nathan Rosenberg, Google Head of Creative Agency Engagement Roberta McDonald and Shark Mitigations Services Director, Hamish Jolly on the panel to discuss Clever Buoy.

Moderator, Justin Graham, M&C Saatchi Group Strategy Director, introduced the innovative R&D project that uses world-first shark detection technology to protect people and sharks throughout Australia via the Optus network.

Although the project was a response to a traditional brief – to showcase the power of the Optus network, Nathan said: Clever Buoy “is not an ad campaign”.

“It’s about taking our brand into another place and saying every client should think about what they can do in terms of making things happen, and that’s why work like this will change the world.”

Ben said M&C Saatchi had learned a lot working on the project, including the necessity to keep the idea as brutally simple as possible.

“We could have done a million things with this, but in the end we realised we just had to focus on shark detection for now, and the rest will come later,” he said, likening it to a “brain in the ocean”.

Clever Buoy created a real buzz, both at Cannes and around the world, with the likes of Contagious and The Drum in attendance tweeting to their combined 150k followers.

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