Together with Optus & Google to create a shark detection technology

We come together with Optus & Google to create breakthrough shark detection technology.

M&C Saatchi’s belief that brands are built off the back of consumer experiences has led to a project that uses world-first shark detection technology.

Briefed by Optus to articulate the power of its network, M&C Saatchi decided a compelling demonstration was better than merely talking about it.

We zeroed in on sharks and our iconic beach lifestyle.

Our creative duo of Jonathan Flannery and Paul Gregson came up with the idea of a supersmart ocean buoy that could detect sharks and alert beachgoers via the Optus Network.

Optus loved it, and M&C Saatchi entered into a unique collaboration with them, Google and tech company Shark Mitigation Services, to bring ‘Project Clever Buoy’ to life.

Optus has big plans for the project, which is still in a proof-of-concept R&D phase, and has been tested in WA and NSW.

M&C Saatchi Chief Executive, Jaimes Leggett called Clever Buoy “a compelling illustration of what can be achieved when you take a non-traditional approach to a client brief”.

“We are fiercely proud of our work with Optus, Google and SMS to bring this idea to life.”

Google has selected ‘Project Clever Buoy’ in its global Re: Brief project reimagining what advertising can be and push the boundaries of where creativity and technology intersect.

This is the first time Google has run a Re: Brief project in Australia.

A big congrats to the M&C Saatchi crew that have been working brilliantly on getting Clever Buoy over the line, pictured above from left James Bush, Paul Dunne, Paul Gregson, Jonathan Flannery + Nadine Frisk, Karlee Weatherstone, Dan Bye, Roger Chapman and Steve Hanzic.