REEF BUILDERS MAKES A SPLASH AT SXSW

This year at SXSW, Mars Petcare’s Sheba brand unveiled its documentary, Reef Builders, spotlighting the Sheba Hope Grows coral reef restoration program and the communities behind it. With storytelling at its core, the film features actress Auli’i Cravalho and was introduced through a high-profile screening and panel event. UEG, in partnership with Edelman, brought the experience to life by supporting a comprehensive on-the-ground activation—coordinating lodging, panel access, screenings, and hospitality for 18 Mars stakeholders. The launch has already generated massive buzz, with +1.2 billion earned media impressions across major outlets like People, Forbes, and The Daily Beast.​

To amplify Reef Builders’ debut and build momentum ahead of its wider release, UEG crafted a film festival strategy targeting major global, local, and environmental festivals. Since the film wasn’t eligible for official SXSW selection, UEG and Edelman secured an exclusive screening through Variety, complete with a branded cocktail event at Soho House Austin and a multi-platform promotional rollout across Variety’s 10M+ media footprint. The campaign underscores UEG’s unique role in taking branded content from concept to screen to culture—connecting brands to audiences via entertainment, credibility, and creative distribution.

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