Sharkwatch SA Blog

The Financial Mail AdFocus Creative Challenge is an annual competition that invites advertising agencies to create a full-page tactical print for a client, based on the current, fast-paced news cycle. Our advertising agency, OnlyKind, decided it was an opportunity that was too good to miss.

The agency initially used the story about a fatal shark attack in the coastal town of Plettenberg Bay as their idea behind the Creative Challenge ad but then realised they were off brief. They returned to the drawing board before coming up with a new idea based on an article published on BusinessLive titled ‘Court scuppers Shell’s Wild Coast seismic blasting bid’ to promote Marine Dynamics. The article centered around petroleum giant Shell’s efforts to conduct seismic blasting off SA’s Wild Coast which had environmental activists and local communities in arms.

The result was a tactical print ad showing the impact that Shell’s seismic blasting would have on the ocean. The ad went on to win the Financial Mail AdFocus Creative Challenge for 2022.

Marine Dynamics owner Wilfred Chivell, a pioneer in marine conservation, has long been very opposed to any seismic blasting in oceans given that it kills everything from whales to micro-organisms – and everything in between – leaving the ocean a deserted wasteland.

Writing in AdFocus, journalist Lynette Dicey points out that Chivell’s interest in the health of our oceans “has resulted in the company being heavily involved in marine research, conservation and education projects involving great white sharks, whales, seals, dolphins, penguins, and other marine bird species. The company has been involved in an initiative to save the African penguin from extinction. It has also become nationally and globally recognised as a valuable research platform, including researchers from around the world in its work.

“Using its daily observational platform and employing marine biologists, it has produced over thirty scientific papers contributing to conservation policy.”

Describing the thinking that went into creating the Creative Challenge ad, OnlyKind founder, Leigh-Anne Salonika says, “The real irony is that Shell’s logo is a shell. However, the only shell left after seismic blasting has been conducted will be Shell’s shell, global warming, over-farming, and reduction in food sources, amongst others. More than 70% of our Earth is covered with seawater. So best we look after one of our biggest assets.”

She reveals that this insight was used to create the Marine Dynamics Creative Challenge print ad.

Marine Dynamics appointed OnlyKind in 2022 to rebrand the business, in the process pulling all its various entities closer together in order to have a stronger voice.

“Repositioning our Marine Dynamics brand for increased global recognition is an important part of our growth, and we wanted to partner with an agency that shared our ethos and understood our vision,” reveals Chivell. “Leigh-Anne and her team at OnlyKind were a perfect match, and we couldn't be more grateful to have her invaluable input on this journey. We know that OnlyKind's strong sense of purpose and enthusiastic energy will ensure Marine Dynamics is on the map when anyone thinks of marine conservation and research.”

Salonika adds that, “Marine Dynamics is a fabulous, down-to-earth business that cares about the ocean and the role it plays in the ecosystem. They are genuine experts in their field but trust us as their agency to advise them on how to position themselves. What has developed is a true client-agency partnership out to do good.”

When passion and creativity come together, magic does indeed happen!

Watch this space for more insight into how the two companies work together on an exciting rebranding project, using creativity to protect our oceans!