Creative agency Emotive, in partnership with Deep Rising, has launched a global campaign titled 'The World's Largest Ocean Dispute'. The campaign aims to prevent deep seabed mining and protect the Clarion-Clipperton Zone (CCZ) in the Pacific Ocean, an area spanning over 3 million square kilometres, from becoming the world's largest mine.

Whilst today marks the official launch, in March, Emotive called on the local media and marketing industry to get involved using a giant street mural by Australian artist Reg Mombassa and Apparition Media.

Over the past 8 months, JCDecaux, ARN, Channel Nine, Mamamia, WeAre8, On the Edge and Surfers for Climate have rallied to support with over $2M of advertising and editorial committed in Australia, UK and the US with more partners still coming onboard.

Adrian 'Ace' Buchan, former world tour surfer and campaign advocate, supports the initiative.

"I've been lucky enough to live a life in and around the ocean, to have had a career riding waves that have travelled across vast oceans, created by unseen storms. The ocean has no voice but it is on the front line in our collective fight for survival, and we owe it to the blue beating heart of our earth to be the voice of hope, preservation, and respect. Deep Rising allows us the opportunity to stand up against the exploitation of one of our last remaining frontiers."

Paul Sharp, Creative Director at Emotive, who was also the Co-Executive Producer of the documentary Deep Rising, led the strategy, creative, and media for the campaign. He explained, "For such a complex and far reaching issue, it's a simple solution. An insanely vast area of the deep seabed in the Pacific has been secretly divided up for potential mining which would be carried out by mining companies and their pro-mining nation sponsors. By dividing the deep seabed into 8.17 billion plot coordinates, we're allowing all of humanity (the rightful shared owners of the deep seabed) the ability to claim it back and have their voices heard."

The campaign includes a decentralised digital platform, where people can claim their unique coordinates of the deep seabed. In partnership with Web3 organisation CoinWeb, claims will be recorded on an eco-friendly blockchain for transparency and proof of stewardship. Users will receive a unique DEEPSEA NFT / Birthright Certificate stamped with their individualised GPS coordinates and featuring deep sea creatures.

The campaign also includes a feature-length documentary, Deep Rising, directed and produced by Matthieu Rytz and narrated by Jason Momoa, available to stream on deeprising.com and soon on Amazon Prime Video, Google Play, and Apple TV. The campaign launches to coincide with the UN Climate Change Conference COP 29.

"We have a once-in-a-generation opportunity to change the course of history and prevent irreparable harm to our planet. 'The World's Largest Ocean Dispute' campaign empowers humanity to formally challenge this ocean grab that's threatening to destroy an irreplaceable and vital part of our planet's ecosystem," Laura Clarke, Deep Rising's Head of Impact and Co-Executive Producer, stated.

Simon Joyce, CEO of Emotive, said the agency alongside so many other pro-bono partners, are so proud to play a part in this project.

"This gives the ocean a much needed voice. Emotive has always been based by the Pacific Ocean, so it's both deeply personal and a privilege to support Deep Rising's mission to halt deep sea mining before it starts," he said.

"It felt like a once-in-a lifetime opportunity to leverage the power of creativity for good, bringing together big ideas, brilliant partners, beautiful design and blockchain technology to give people everywhere the power to protect the deep seabed. So please, claim your birthright today and join The 'World's Largest Ocean Dispute'."