Synergistic Advertisement Campaigns of the Vancouver Aquarium

Would a large, anatomically correct, anglerfish attached to a streetlight at night attract your attention? It sure sparked my interest and I didn’t even get to see it in person! I’m referring to one of the many brilliant advertisement campaigns for the Vancouver Aquarium created by TAXI, a Canadian based creative agency. According to their website, “We tell compelling stories designed to help build powerful brands ­– stories that are driven by a powerful message delivered in the right context and then mapped to the right medium. And we have a portfolio of work to prove it.” They sure do! Their work incorporates many key concepts frequently discussed on this blog including humor, wit, cleverness, functionality, attention to detail and synergy. Below, you can find many fantastic real world examples of these concepts!

Anglerfish Campaign

The anglerfish campaign is just one of many flawlessly executed advertisement campaigns created for the Vancouver Aquarium. The concept here was to use the streetlight as the growth of the fish’s head and was created for their annual exhibit titled “Luminescence”. This combination of printed illustration and a physical, everyday object produces wonderful synergy that grasps the attention of onlookers. TAXI describes the project as “In the dark days of winter, you need a little extra light to get your message across. So to promote a winter exhibit of glowing creatures at the Vancouver Aquarium, we brought the creatures to the people in the most unexpected and anatomically correct way possible. An everyday streetlight was transformed into an anglerfish, attracting onlookers the same way it attracts its prey.” See the advertisement in all it’s glory below.

Vancouver Aquarium Anglerfish Advertisement

The Secret World of Sharks & Rays Campaign

Vancouver Aquarium Shark Tide Advertisement

Next up, we have the campaign for the exhibit titled, “The Secret World of Sharks & Rays”. TAXI played off the concept of “secret” by using the water’s tide to their advantage as seen above. When the tide is high, most of the advertisement is submerged underwater only allowing the shark fin to be visible.

Vancouver Aquarium Shark Pole Banner Advertisement

This pole banner was also created for the “Secret World of Sharks & Rays” exhibit. Here, the mouth of the shark is actually the silhouette of a ray, allowing the design to cover both subjects while creating a synergistic quality.

Vancouver Aquarium Shark Advertisement

Here, humor and information compliment each other well.

Frogs Forever Campaign

Vancouver Aquarium Frog Advertisement

Here is another great example of the combination of humor and information relay. The concept here is due to the fact frogs eat a lot of bugs, we would have a lot more bugs on our hands if frogs ever went extinct. Would it be to this extreme? Of course not. This over exaggeration is what creates humor and intrigue.

Jellyfish Invasion Campaign

Vancouver Aquarium Jellyfish Advertisement

Lastly, another superb example of information and humor. I’m glad they didn’t represent this one in a literal, visual way.



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Author: James Peacock

James Peacock is a Digital Marketing Specialist at FIDM in Los Angeles, California. He received his A.A. in Graphic Design from FIDM and was hired as Social Media Assistant in 2013 by his alma mater in order to help grow the institution’s social media marketing efforts. James now combines two of his passions, telling stories and solving problems by managing data-driven marketing campaigns across multiple channels that ultimately result in a positive return on investment.

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