THE GREAT BARRIER REEF,
A CSR DIGITAL INSTALLATION

Dell Technologies EMEA Trade Shows

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SPOTLIGHTING DELL'S COMMITMENT TO THE GREAT BARRIER REEF

Long committed to protecting the Great Barrier Reef, a unique ecosystem threatened by climate change, DELL Technologies wanted to convey its CSR activities at the EMEA trade shows in December 2023.

Our mission was to come up with an innovative CSR digital installation that would showcase its new deep learning model. This model had been designed together with Citizens of The Great Barrier Reef to help amateur scientists around the world to analyze more quickly and accurately the reconnaissance images collected on the Great Barrier Reef during the next phase of the Great Reef Census.

The aim was also to raise public awareness of the issues involved in protecting coral reefs.

DIGITAL CSR INSTALLATION ENCOURAGING VISITORS TO GET INVOLVED

To meet these objectives, A-BLOK designed a CSR digital installation called The Great Barrier Reef Experience, which shows a 3D coral reef impacted by bleaching due to rising water temperatures.

Surrounded mainly by jellyfish, the ecosystem is notably short of fish. Messages are regularly broadcast to encourage visitors to EMEA trade shows to get involved in revitalizing the reef.

AN INTERACTIVE AND EDUCATIONAL EXPERIENCE

Using a tablet, participants begin the experience with an educational quiz. After this, they select a type of coral to make up the virtual coral reef. Once this is done, they take a selfie, add their first name and write a message of support.

In real time, the personalized coral replaces a bleached coral on the installation screen, symbolizing the revitalization of the reef. The joint actions of participants ultimately lead to a variety of marine species returning, including turtles, jacks and manta rays.

A special QR code enables participants to download and share the image of their personalized coral on social networks – this helps to reinforce the impact of this participative experience.

AN IMMERSIVE INSTALLATION FOR RAISING PUBLIC AWARENESS OF MARINE CONSERVATION

With an average of 150 participants per day, the Great Barrier Reef Experience digital installation has been highly effective in raising public awareness of Dell Technologies' efforts to help preserve the Great Barrier Reef. This success is based on the innovative use of immersive and interactive technologies, creating a visitor experience that is equal parts educational and emotional, and allowing visitors to witness at first hand the beauty and fragility of this unique ecosystem.

A Separation Line
  • Client: DELL
  • Date: 2022-2023
  • Location: EMEA trade fairs