Change, an FCB alliance

Brand: TBS

Year: 2024

Young kelp plants are so vulnerable they can’t start growing amid rising ocean temperatures until they reach a height of 12 centimeters. That’s why we created “Rockseeds” to reinvigorate this bio ecosystem and turn thousands of rocks into nurturing homes for kelp to securely develop in a protected environment before being strong enough to endure the ocean's conditions.

Aimed at reforestation of rainforests using essentially dormant rocks found in kelp forests, the programme used an innovative technique to extract seeds from these rocks, to replant kelp forests across the globe.

Since the campaign launched, 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. The concern regarding kelp deforestation has now escalated to significant levels of government attention, prompting discussions among political authorities, and we estimate that 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.