The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Brand Transformation / Single
Annual ID
150717A
About the Work
Optus is Australia’s second largest telecommunications network. Using their core value of ‘communications to improve people’s lives’, we created a product that utilises the Optus Network to solve one of Australia’s most polarising issues, shark attacks. Clever Buoy is a smart ocean buoy that detects sharks and sends real-time alerts to lifeguards via the Optus Network. Traditionally sharks have been difficult to detect using sonar, so we meshed sonar detection with sonar mapping technology to develop a breakthrough detection method, specifically calibrated to hunt for the shark’s size, and unique swimming pattern. This is how the buoy detects the sharks from other similar sized objects. The campaign has been a global success, by making the Optus Network culturally relevant; we created more than an advertising response. We created a product that could revolutionise beach safety forever. And in doing so, received an overwhelmingly positive reaction towards the Optus brand.
2015 Awards
Total Points: 5
Merit
Credits
Agency
M&C Saatchi / Sydney
Google / Sydney
Production Company
Shark Mitigation Systems / Perth
UVS / Perth
Art Director
Paul Gregson
Creative Director
Paul Dunne
Ant Larcombe
Designer
Steve Hanzic
Executive Creative Director
Ben Welsh
Writer
Jono Flannery
Creative Team
James Bush
Nadine Frisk
Karlee Weatherstone
Sarah Cunningham
Roger Chapman
Jaimes Leggett
Ben Cooper
Dan Bye
Justin Graham
Related Awards
