Monterey Bay Aquarium - The Blue Whale

Traditionally, the Monterey Bay Aquarium’s advertising was focused on visitation. However, their market research showed that they could shift from a visitation-focused advertising and marketing message to a focus on their conservation programs.

Our first conservation-focused campaign was a big one, literally and figuratively. The Aquarium asked us to come up with an idea that would stop people, get their attention, and make them think about the problem of plastic in the ocean. Our idea? A life-sized blue whale made out of locally-sourced plastic trash, set in the shadow of the Golden Gate Bridge on Crissy Field. The campaign included digital, a short film we wrote, shot, edited and produced, and social media managed by the Aquarium.

See more here: https://hubsanfrancisco.com/work/monterey-bay-aquarium/.