Challenge: Promote the Aquarium’s Sharks and Rays exhibit on a guppy-sized budget
Solution: Use local landmarks for maximum impact
Not since Jaws was filmed on Martha’s Vineyard has there been so much buzz about sharks in New England. We launched this campaign for the New England Aquarium during prime swim season. Print and outdoor work featured sharks taking over iconic landmarks throughout the city and we added dorsal fins to a fleet of local taxis. We also planted video of a shark sighting on the Charles River on YouTube. Not sure if we fooled anyone, but it did get people talking.