Kindred Studio

Location: Sydney, New South Wales, Australia

Category: Website – Consumer
Title: Heard Island Pebbles
Award: 2025 Visionary
Client: Kindred Studio

Project Description: Heard Island Pebbles was a reactive e-commerce site that turned an unlikely news moment into an equally unlikely fundraising idea. After U.S. tariffs were announced for the remote, penguin-populated Heard Island, Kindred Studio created a site selling real and digital pebbles, described as a penguin’s most precious asset, with 100% of profits going to the unaffiliated WWF-Australia for penguin conservation.

More than 400 customers worldwide purchased pebbles through the project. Fast, playful and purpose-driven, Heard Island Pebbles shows how digital media can respond to a cultural moment with an idea simple enough to understand immediately and engaging enough to turn attention into action.

Visit Heard Island Pebbles
Watch the Project Video