The campaign embodies the essence of engaging audiences thanks to commitment to marine conservation. The Rockseeds project not only raises awareness about kelp deforestation, one of the pressing ecological issues of our times but also activates public participation. By allowing live monitoring of kelp regrowth and enabling donations through a dedicated website, we create a tangible brand experience that drives real-world impact.

Deforestation of kelp forests is a significant yet underreported issue affecting France's coastal waters.

TBS, with a heritage spanning 50 years and deep ties to the ocean through sailing, recognizes the urgency of this environmental challenge.

One Ocean, a prominent foundation with UNESCO's support, shares this recognition.

Their collaboration is a strategic and natural alliance to address the critical issue of kelp deforestation.

Brands : A conglomerate involving TBS, a clothing brand that has drawn its inspiration from the sea since 1978, accompanied by the 1 Ocean Foundation. This foundation operates under the auspices of the CNRS (French National Centre for Scientific Research), a project supported by UNESCO.

Brief : How to turn TBS's dedication to the sea into concrete action?

Objectives : Launch a project to protect the ocean and fight climate change, with goals to restore expansive tracts of kelp forest, crucial for preserving biodiversity and increasing CO2 absorption.

We've developed a method to convert seabed stones into "seeds" for cultivating kelp trees, bypassing their vulnerable early growth phase. Young kelp plants are so vulnerable they can’t start growing amid rising ocean temperatures until they reach a height of 12 centimeters. Our technique involves carving spaces in ocean rocks for kelp to securely develop in a protected environment before being strong enough to endure the ocean's conditions. This innovation has transformed thousands of rocks into nurturing homes for kelp, revitalizing ocean ecosystems.

We've installed underwater cameras to monitor kelp growth. To engage the public and promote awareness, we've made our monitoring system open-source, offering live streams for global viewing and involvement. Funding is generated through a monetized YouTube channel, with proceeds supporting the foundation. Additionally, we're running awareness campaigns in Paris to highlight the issue of declining kelp forests. With the help of science, life can even grow from a lifeless rock.

Our technique involves carving spaces in ocean rocks for kelp to securely develop in a protected environment before being strong enough to endure the ocean's conditions. This innovation has transformed thousands of rocks into nurturing homes for kelp, revitalizing ocean ecosystems.

We launched a reforestation program targeting the Loire Estuary in France, Norway, and French Polynesia, focusing on severely affected areas. We've installed underwater cameras at these sites to track salinity, temperature, light, and kelp regrowth in real-time, helping us identify robust versus fragile kelps.

We've successfully reforested over 50 000 square meters of kelp forest in areas most affected: the Loire Estuary in France, Norway, and French Polynesia.

A forthcoming reforestation campaign is being planned, aiming to be two to three times more ambitious.

The concern regarding kelp deforestation has now escalated to significant levels of government attention, prompting discussions among political authorities.

If the Rockseeds technique is applied to replant the 20% of kelp forest areas that have been lost worldwide, it could capture an additional 47 million tons of CO2.

A fundraising campaign is underway to collect donations through the website and the YouTube mechanism. Estimates are in the hundreds of thousands of euros.

Customers report a very positive perception of the brand, appreciating its dedication to marine defense and preservation.