Idea
The creative approach was to turn the issue on its head and start by showing what ocean tech isn’t—blowing up the myths along the way. It’s not coastal-only. Not a narrow career lane. Not just lab coats, scuba gear, or research vessels. By stripping away the stereotypes, Ocean AI is revealed for what it truly is: a strange, ambitious, tech-driven frontier, wide open to problem solvers everywhere who want to help shape what comes next.
Insight
Today’s emerging talent want work that matters, pays the bills, and aligns with their values, but the ocean rarely makes the list. While the sector is quietly transforming into a powerful, tech-driven engine of growth, most people don’t see themselves reflected in it yet. By revealing the scale, ambition, and very human relevance of Ocean AI, we shift perception, reframing the ocean economy as not just a viable option, but an irresistible one.
Impact
The campaign delivered scale and substance. It reached hundreds of thousands of young Canadians, including over 734,000 unique users on TikTok alone, generating more than 2.1 million impressions on that platform. Engagement consistently beat benchmarks, with display CTRs more than 4× expectations, Reddit CTRs reaching up to 0.59%, and video completion rates exceeding targets across Meta and YouTube. The work also drove action, generating over 10,000 landing page views as audiences actively explored Ocean AI careers and pathways, proving the message was motivating our audience.
