Clean Ocean Foundation Australia and McCann Melbourne launch SmartWax; an open-source surf wax formula that reverses the damage climate change has caused to our oceans
Clean Ocean Foundation Australia and McCann Melbourne have launched SmartWax; an open-source surf wax formula that reverses the damage climate change has caused to our oceans.
Our oceans are growing more acidic due to carbon emissions, these acids are killing reefs and putting marine lives at risk. Clean Ocean Foundation Australia has developed a revolutionary surf wax formula capable of neutralising these harmful acids. With samples shaped like Trump, the initiative is urging brands to adopt the formula.
About 25% of CO2 emissions are absorbed by our oceans, increasing acidification1 and putting a whole host of marine organisms at risk. UNESCO says if we don’t act by 2100, more than 50% of the world’s marine life will be extinct.
SmartWax is an open-source surf wax formula developed by Clean Ocean Foundation Australia that reverses the damage carbon dioxide emissions have caused to our oceans.
Says John Gemmill, chemical engineer, health professional and CEO of Clean Ocean Foundation: “We can no longer afford to sit by and watch our oceans turn to acid and marine environments turn into a wasteland. SmartWax shows that we can all shape a better future for our ocean if we stick to it.”
The innovative formula contains a natural substance capable of neutralising the harmful acids found in the ocean. The key to making a noticeable change is to micro dose the ocean gradually over time to avoid throwing off its natural balance. This makes surfers the perfect group to administer the solution. With over 35 million active surfers worldwide, the effectiveness of these micro doses increases significantly, we could potentially convert 112 million litres of acidic sea water per day.
Says Geogina Pownall, managing director at McCann Melbourne: “SmartWax takes sustainability to another level as it not only environmentally safe, but actually solves a real big problem. We couldn’t be prouder of this project.”
A set of surf wax with SmartWax formula have been formed into the faces of leaders who deny climate change – such as Donald Trump and Jair Bolsonaro. They were sent to key wax producers to encourage them to apply the formula. Our message, to not be like the biggest climate change deniers who refuse to act.
Says Guilherme Machado and Alex Newman, senior creatives at McCann Melbourne: “One of the biggest challenges when fighting climate change is altering people’s behavior. In this case, we’re not asking people to change what they’re doing, we’re using their passions to our advantage.”
Clean Ocean Foundation is currently talking to wax brands such as Bells Wax, EcoWax, FriendlyWax and Xaw about adopting the formula. Find out more and see how you can get on board with the initiative at www.smart-wax.com.au.
Client: Clean Ocean Foundation
Australia Agency: McCann Melbourne
Production: Lagoon Collective
89 Comments
This is it. This is the one.
It’s “smart”, it’s open source, it’s a micro dose.
I can’t stand our industry. 100% embarrassed
The ocean is large. The problem is large. Wax is small.
Is this a solution or an award entry?
It’s neither
35 millions of surfers worldwide. Does the solution sound big now?
There’s 1.35 billion trillion litres of water in the ocean.
This is like a parody.
Every element.
Turn the industry off and on
Feels like a bit of a stretch to say a tiny amount of limestone on a surfboard can impact the ocean. The video needs some kind of stat or number logic to quantify the impact. Good idea though.
Beautiful idea.
Solid idea.
Climate change is real.
We should be doing anything (small or large) to help reverse its effects.
Good job on finding a simple way to create change.
Where can I order one for Xmas
A nice idea that could actually make an impact.
Fist I thought, a surf wax to solve the problem? Then I read about the micro-dosing. Then I searched about it. Then I went fuck yeah. This is good.
I love every part of this. Specially the Trump head invite, great move.
As an industry we should be finding ways to save the planet. Even if this brings attention to a growing environmental issue through a surfing community passionate about the ocean, it’s doing its job.
Small STEPS for a big problem.
So great to see someone slowly chipping away. Even if it is a small start.
If only more people put some thought into the planet and less into themselves.
Amen. That’s just the kind of positive kudos we need for the case study.
I think its a great idea and lets hope it turns into something bigger!
Well done for trying to do something positive.
I feel sorry for those that can only comment negativity.
Changing minds I guess, is that first step!
The key to successful change is micro dosing, so a small puck of wax is actually perfect. The science behind it is “if every surf wax brand in the world applies SmartWax formula to their products, we’d convert 112 million litres daily”. That’s why it’s open source. smart-wax.com.au
“If every surf wax brand in the world applies SmartWax formula to their products, we’d convert 112 million litres daily”. Meaning the entire ocean could be treated in as little as 3,300,000 centuries. Give or take. A little longer if not quite every surfer uses it.
A very cool idea. Sure it’s a small contributor, but it’s better than the wax we currently use. Alex and gui, top idea lads!!
…those two freelancers left (the ones who create ‘dumb ways’), this agency has done zero. This is award school level.
Good thought – execution could have been better. Yes it’s a small, practically minuscule thing that surfers can do. But it’s something at least that can be done by people who actually respect the ocean. But the Trump thing makes this feel a bit scammy. Reminds me of the crayons shaped like monsters idea from a few years back. Arbor Skateboards started the SUCROSE initiative so their wheels are environmentally friendlier. Same idea here in a way. This needs a couple of big surfing names/brands to get behind it so that it doesn’t feel like it’s been made for award shows.
The shape of Monster Crayons was integral to the idea, though.
Yes climate change is real and any small progress is great but this isn’t creating any change. Awareness, sure. It’s transparently an ad industry idea that will have next to zero effectiveness. You thought it sounded clever or innovative but it doesn’t fix the problem in any way. We’ve gotta stop doing this stuff
Where is the open source formula?
What is the formula?
Did you make one of me?
Change is important no matter how small. If people start incorporating things into their everyday life that aims to fight climate change then it doesn’t matter how small it starts out. Ripple effect people! Whether it comes from an Ad agency or not, no need to be cynical about something that’s meant to help a planet in need.
What a great idea. I’m gonna wax up my body with the stuff the next time I go to the beach.
But this should have come from the surfing community not the agency, feels very much designed for award shows.
And while I love the idea of open-sourced, where can I buy the product? I’m interested now, not in 6 months. If surfers can get behind this in a meaningful way then great. Also, what’s the science here? The cliffs of Dover are lime, does that mean England is safe? If we’re trying to stop coral bleaching, shouldn’t this be added to yachts and ships?
Sorry, I love the idea but to make this a commercial reality will take a bit more than a case-study film and a shoddy website.
It’s refreshing that this is not just a one-off product. That any brand can adopt it or new brands can emerge using the formula. It encourages those wax brands currently polluting the ocean to improve their products and turns the sustainable brands, that contain natural components, into those that can do more good.
We make thousands of commercially driven campaigns that pollute this planet and you take issue with an idea that could help our oceans no matter how small because your reference is awards and the industry’s reputation… glad to see your protecting the reputation of awards.
At their wildly optimistic best cast of 112 million liters a day, it’ll only take 24 billion years to fix the problem 10^21 litres of water.
Why not me?
https://www.businessinsider.com.au/ocean-cleanup-catches-plastic-great-pacific-garbage-patch-2019-10?r=US&IR=T
That 3D printer McCann bought years back finally paying off.
8/10 – good job.
Woulda been a 9/10 if the campaign was about the actual Surf Wax Political Leaders solving Climate Change. That’s the thing people general public / surfers would actually care about and take notice. – and want to buy immediatly – still time to do that.
Stop doing maths problems. Like all advertising ideas, this is about awareness. This wax has a positive effect but the desired result isn’t only getting people to use it, but to get people to think about how big the problem is and maybe more companies, brands, people, whatever… will keep on innovating, keep on trying to fix it, and keep on changing behaviour because this issue is ridiculously big.
I’m embarrassed by our industry. PLEASE PLEASE PLEASE stop this kind of thing happening.
The coke machines didn’t create world peace – and the pr it created in advertising circles didn’t contribute to a solution.
haha bro what if *inhales bong* what if like we save the *orders latte delivery* bro what if save the pla *sells products for Coke* the planet haha we’d look pre *11th iphone delivery arrives by coal train* pretty *speedballs xanax and MDMA* cool
100% dodgy followed by blatant astroturfing. Shameful.
One cannot criticise the mission of Clean Ocean.
But seriously when an award starved agency claims that this project will “actually solves a real big problem.” it’s time to fold the tent.
Quick google search shows that only Campaign Brief and The Drum were sent the press release.
Why?
Signals the end of McCann in this market. The obituary will get a 7/10.
Big ocean for a little puck. Although you could say the same about plastic bags and supermarkets. Little impacts over time.
I think this is great. If only it wasnt spam and was scaled to actually solve a real big problem.
Why not just make a poster with the open source formula on it. I’ll then go buy a trailer load of the ‘special ingredient’ and dump it in the ocean. One trailer load must surely be worth 10,000 surf wax applications….. this is almost as bad as the cadbury thing. Actually this is worse. I feel sorry for our industry if this ever got out to the wider world. Fortunately I doubt it will
With the enormous size of the ocean vs the small amount of wax used many of you nay-sayers say ‘why bother’?! Well surely if the idea of every little bit can make a difference, why the hell wouldn’t you?! Seems like a no-brainer as far as I’m concerned. And as for the agency bashers, seriously, pull your head in & STFU, worry about your own backyard instead.
let me just drive my large car to the coast to buy some…..
It doesn’t, can’t and won’t reverse damage to the ocean. Not if there were 1 billion surfers using it.
It’s a neat, cause driven idea. And props for that.
But don’t tell me it’s something that it’s not.
Remember the days when we made ads? I miss those days.
Guess who’s back. With a lot of presents in his sack. Unfortunately no SmartWax though. I see a few nice people on the thread, but no one’s used their real name. Next present goes to the nicest person who does! Cheers, Santa.
Find your own fucking a̶w̶a̶r̶d̶ ̶s̶h̶o̶w̶ beach.
Surfers? Really? Yes I see the direct correlation with the ocean but that’s a pretty niche market to make any kind of difference.
Might as well target people with mobility scooters.
And don’t give me the awareness argument. We’re all very well aware of the damage that mining, plastics and industrial fishing are having on marine life.
Simple and well executed. Kudos for good!
This is a scam ad looking for a guilt-ridden hipster jury. How very ‘now’.
can’t think of anything good to say. I think anyone encouraging this sort of work, shouldn’t.
Wax doesn’t break up in water or release anything. It’s waterproof. Which is why it’s used on surfboards. In water.
award school thought, and executed similarly. Not that that’s a bad thing.
Love that there’s beautiful people out there still trying to do good – keep going!
If you were a suit, creative, strategist or production person involved in this project the time has come to consider doing something else.
The fact that you weren’t credited is a sure sign that management knows this one is getting them to Cannes on a contract included junket.
You are not going.
Dumb Wax To Die.
Amazing work guys! Hope more surf this same wave =)
No offence but I think we have a different idea of what award winning creative looks like. This won’t be troubling judges for a couple of reasons. Wax isn’t water soluble (the product itself is flawed), the case study lacks any rigour that actually proves that this works, or that it’s actually open source, and finally, creatives can spot hollow ideas that don’t even attach themselves to a client a mile away.
There’s so much I despise about this but my biggest issue is that the creatives have framed this as if the science behind it could actually be beneficial. I think if it were framed around creating awareness for the plight of the oceans by using a certain colour or something then I’d get the awareness play, but this is actually suggesting that it could have an impact. 352 quintillion litres of water in the ocean. How much wax would you need to purify that amount of water, did you check? You can’t produce the amount of wax needed, it’s not possible. Hey also do you know the meaning of open source? Make it open if you want any credibility at all. Bloody embarrassing.
10/10
nothing stinks more than an agency creating a cause based idea that everyone sees straight through and then they only PR it to trade blogs. If there was a secret recipe that fixed the ocean, why wouldn’t you pour boat loads of it into the ocean? Why would you make such a niche product that is literally not going to make a drop in the ocean?
So the trump wax head is just something you’ve made. Not something you’re selling or exhibiting or anything. Did you make anything else fun with the wax. A lion? A surf board? It would be great to let us know.
And you’re talking to all these wax companies. So you’ve rung reception or sent emails. But no one is actually using the wax?
And the actual idea of embedding something to disperse into the water into something that doesn’t dissolve into water at such insy winsy volumes doesn’t seem strange to you?
I can see why the creatives kept their names off this. Maybe in theory it felt good but no one wants to be associated with that when it’s out in the world.
It’s great that agencies are trying to solve problems, but we need a separate awards category for “agency initiated good works” like Revoice, Losing Lena and this. Coming up with something on your own is a very different proposition to working with a paying client to solve their marketing problems. I’m not knocking it – anything that helps our planet is worth trying.
Cool if the case study inspires real brands with massive pockets to do more good in the world.
Go to Bunnings and buy a large bag of lime (about $12)
Go to the nearest ocean. Pour it in.
Presto – you’ve just achieved more than this campaign ever will.
Incidentally, if every surfer on earth used nothing but this wax every day for the rest of eternity, it would take roughy 33,023,483,365.9 (33 billion years) to ‘reverse the damage’ – and that’s if acidification of the ocean stopped dead right now. This is not just farting against thunder, it’s pissing into a supermassive black hole.
And yeah, I hear you saying ‘well, why not?’ – because it’s a wholly ineffective, entirely pointless, deeply cynical awards grab. It’s like selling carbon-impregnated shoelaces to solve the problem of air pollution. In short, it’s a lie.
“We have found a natural substance that neutralises these acids’ – really guys? It’s called a base. You learn about it in year 3. And calcium carbonate would have been a waaaaaaaay better option as it has buffering qualities, which lime crystals don’t, so even your science is shit.
can we get to 100 comments?
Poo poo. Pee pee. Kaka pants. (Throws ad toys)
Good job guys! This is brilliant!
You could hire some choppers and dump a few 100 tonnes of the stuff off the coastline. But where would the metal be in that?
A positive idea in a negative world!
Said no one ever.
God this industry is the most self serving,
sad, egotistical, try hard vibe.
Imagine if all these creative people that were obsessed with impressing themselves..
worked in science, or art, or innovation in tech companies.
The world would be a heaps less pretend place.
Peggy: I’m the dumbest ‘smart’ innovation our industry has to offer
SmartWax: Hold my beer…
just cut the wick off a candle and claim you’re saving the world. Get fxxcked.
https://www.telegraph.co.uk/content/dam/men/2016/04/08/trump_candle_trans_NvBQzQNjv4BqimE03ya5t_yzTarjErKTYS293HnzHsHrgj4Cdda2BN0.jpg?imwidth=1400
As an actual surfer I’m offended.
Actual…surfer
Yeah, right
CO2 combines with H2O to form H2CO3, or carbonic acid. ‘Limestone Crystals’ (let’s assume you mean CaCO3) would combine with H2CO3 to form H2O and 2 molecules of CO2.
Are you getting this? You’ll be liberating carbon dioxide, the cause of the problem, right back into the atmosphere.
That’s why it’s bubbling in your little demonstration. You fucking idiots.
You’ll actually be liberating CO2 that’s currently safely locked away in stone. For every molecule of CO2 that you knock off the acid, you’ll be knocking another off the carbonate. You’re literally doubling the problem (if you let me know how much limestone you’re putting into each bar of wax, I’ll let you know how many extra tons of CO2 you’ll be generating every year. Deal?)
This isn’t just scam, it’s environmental sabotage. You should be fined.
CB, pleeeeeease do an article on how a scam idea by ignorant morons to neutralise acid in the oceans caused by atmospheric carbon dioxide unwittingly releases thousands of tons of extra carbon dioxide into the atmosphere.
The ocean is already supersaturated with calcium carbonate. Every seashell, every hard coral, huge swathes of ocean bed and riverbed and a large percentage of the world’s sea sand – not to mention the teeth and bones of every vertebrate in the sea – are made of calcium carbonate. The oceans have instant access to trillions upon trillions of megatons of calcium carbonate.
See, there’s this thing called the Calcium Cycle. The ocean isn’t a little bell jar in a lab – it’s a dynamic system, which holds dissolved carbon dioxide in equilibrium with atmospheric carbon dioxide. This creates an endless cycle of carbonic acid, which dissolves some of the endless supply of calcium carbonate, which converts to carbon dioxide and water and calcium hydroxide, which all just cycle round and round and round eternally. The only way to make the oceans less acidic is to reduce atmospheric carbon dioxide. You can’t neutralise it with a base.
Adding more calcium carbonate into the ocean, even another trillion tons of calcium carbonate, wouldn’t make any difference at all to the pH. If you had done any homework whatsoever, you would know this.
When I see a troll fest like this I instantly assume you were either fired from the agency and have an ace to grind or that you’re a hack at your job. I mean if you really don’t want this to win awards why don’t you just go and make something better? Trolling is easy and makes you look small.
I’m not sure having your idea comprehensively disproven by actual science can be classified as trolling (I looked up calcium cycle. It’s all true. You may want to wiki that shit yourself sometime). I also think, if you have so little respect for your peers that you’d feed them shit and try tell them it’s chocolate cake, you should maybe expect a bit of blowback. You don’t have to be fired, or a hack, to get a bit angry about this sort of work. But listen, go ahead and enter it. I won’t say anything. It’s your funeral.
Everything I hate about the industry I love. Please stop creating ideas like this and pretending they will make a difference. It’s really wrong.
You do know that sea sand is mostly the exact same stuff as limestone, right? You do know that you’re basically asking surfers to save the ocean by mixing a bit of sea sand into their surf wax, right?
You fucking idiots.
aside from everything else that’s wrong with this, to then say that this is open source when it just straight up isn’t adds insult to injury.
how can you PR so many blatant lies and think it’s a good idea?