Kicking off Monterey Bay Aquarium‘s 2017 campaign, the team created a large-scale out-of-home takeover featuring more than 200 print pieces and more than 50 unique creative elements. The work was posted throughout the Powell Street BART station—one of San Francisco’s busiest commuter centers.
The work created a sense of wonder under the water and tapped the aquarium’s resident sea creatures to personally invite commuters to visit them face-to-face just down the coast in Monterey Bay.
- 170,000,000 Impressions
- 42% Ad recall – Out-performing similar brand activations from McDonald’s and Dunkin’ Donuts
- 140% Were more likely to visit
- 9% Conversation rate
Role: Creative Director
PR: SF Egoist