When Optus asked M&C Saatchi to demonstrate the power of its network, the agency did not expect to create a technology breakthrough. That’s the fun part of advertising creative these days.

The agency decided that a compelling demonstration of the efficacy of the Optus network coverage was better than merely talking about it. So it brought Optus, Google and tech company Shark Mitigation Services together. And that collaboration launched an R&D project that grew into a world-first in shark detection technology.

Project Clever Buoy harnesses both new and existing technologies to develop world-first smart ocean buoys that can detect sharks and alert those on the beach via the Optus network, to minimise the risk of shark attacks.

This project is the perfect response for Optus, M&C determined, because it’s a demonstration of its brand DNA – to push the boundaries of innovation and have its consumers’ backs.

M&C Saatchi chief executive, Jaimes Leggett, commented, “Clever Buoy is a compelling demonstration of the power of the Optus network…Product development is becoming an increasingly important component of the M&C Saatchi’s Group offering. Clever Buoy is in its prototype phase and is about to undergo a series of commercial trials.The sheer brilliance of the work by Shark Mitigation Systems has been humbling.”

Optus supported the project fully from day one, providing considerable backing and unmitigated enthusiasm.

Optus head of brand, Nathan Rosenberg, explained, “We were totally pumped with the M&C Saatchi team’s response to our request for a project that showcased the power of the Optus Network. We didn’t want just an advertising campaign, we wanted a really brilliant idea that could make a real difference.

“The project started out as a brainstorm but is now a digital project that has the potential to improve the lives of every Australian at a place they love – the beach. Clever Buoy could change beach safety as we learn more about shark behaviour through a truly revolutionary and digital method of detection.”

Google has selected Project Clever Buoy to be included in its global Re: Brief project. This has so far included huge global brands like Coke and VW. The project is designed to re-imagine 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.