The creative idea was to temporarily sink billboards advertising Suncorp Boat Insurance at popular wreck dives around Queensland. Still photos and video of the underwater billboards were then seeded on dive and boat forums. Note: The billboards were printed with special, non-toxic, non-leaching paint and were removed shortly after, returning the dive sites to their pristine condition.

The underwater billboards were seen by many divers and generated significant word-of-mouth and online chat among Queensland’s diving and boating community.