XXXX – Reef Watch
2026
XXXX needed to reignite attention for their long-standing Great Barrier Reef Foundation Seagrass partnership without any ‘new news’ to announce.
So to make people pay attention, we paid them to, in beer.
Results
Over the week we had thousands of brave volunteers watch 120 hours of grass, redeeming their beer in full. The story reached over 10 million Australians and was selected as BestAds interactive of the week.
Launching Reef Watch, we recruited Australians to do their bit by watching seagrass grow in the reef over four weeks. The stream was hosted on a microsite where recruits who watched and helped measure the growth of a patch of seagrass were paid in beer.