Work

New England Aquarium: Shaaaaks invade Boston

June 3, 2009 MullenLowe

New England Aquarium: Sharks and Rays - 1 of 9

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.

New England Aquarium: Sharks and Rays - Crew boat followed by shark

New England Aquarium: Sharks and Rays - Make way for sharks

New England Aquarium: Sharks and Rays - Hatchshell with teeth

New England Aquarium: Sharks and Rays - Pillar out of home

New England Aquarium: Sharks and Rays - Pillar sailboats out of home

New England Aquarium: Sharks and Rays - Taxi top sharkfin