Briefed by Optus to illustrate the power of its network, M&C Saatchi decided that a compelling demonstration would be better than merely talking about it. So, in a unique collaboration with Google and technology company Shark Mitigation Services, they embarked on an off-beat R&D project called Clever Buoy, designed to detect sharks and keep our beaches safe. They also called upon us to document the development process – at Sydney Aquarium, Nelsons Bay, and the Abrolhos Islands off the West Australian coastline – and to help them refine the story.

Officially launched on Monday May 26th, Clever Buoy uses sonar technology to detect shark-sized objects in coastal areas, and then sends real-time alerts to lifeguards via the Optus network. It also shares collected data with scientists and marine researchers on Google+.