LLOYD’S REGISTER
FUTURE SEASCAPES
BRIEF
Maritime classification organisation Lloyd’s Register has been helping shape the shipping industry’s evolution for 260 years. It recognises that significant steps need to be taken to reduce the industry’s CO2 output and, to this end, created the Maritime Decarbonisation Hub in 2020 - an initiative to bring together thought-leaders from across the globe to swap skills, knowledge and capabilities. The goal: design, develop and commercialise the technologies needed for a zero-emission maritime industry.
Our brief: launch the initiative.
IDEA
History’s most famous painters all tried their hand at capturing seascapes: Turner’s Fighting Temeraire, Monet’s Ships on the Seine at Rouen, Van Gogh’s The Sea at Les Saintes-Maries-de-la-Mer, the list goes on.
Our idea was simple. Take famous artistic seascapes but replace the carbon-zero ships of the past with the carbon- zero ships of the future. We partnered with award-winning digital artist, Reuben Dangoor, to transform a series of eight famous seascapes into modern day masterpieces, each with sustainable maritime technology at its forefront.
RESULT
Over 450 industry leaders and media attended our virtual private view. To date, the campaign has delivered a total reach of 185M from over 90 pieces of global coverage. Every single piece of coverage used key images from our campaign.
And, while our focus was on driving B2B conversations in scientific and maritime media, we couldn’t resist landing a consumer piece or two, most notably on bleeding-edge youth site High Snobiety, more known for its coverage of limited edition sneakers than maritime technology.
