JELLY INVASION AT VANCOUVER AQUARIUM

The invasion that wasn’t.

Marketing limited-run exhibits at the Vancouver Aquarium requires campaigns unique from brand ads, but recognizably theirs.

We were challenged to justify a pre-existing Jelly Invasion name without suggesting attacks or takeovers (growing oceanic populations were becoming problematic), nor that jellies are not-of-this-Earth. As the most-photographed species at the aquarium photographic ads were mandatory.

Our creative strategy focussed on this comically massive number of jellies—a compelling reason to revisit the Aquarium—and grotesque facts about all that beauty.

Then, we stuck our hands in them.

Jellies won’t harm themselves on dull objects. To emphasize the massive jelly invasion exhibit, make the jellies our stars, and because we could, we placed our copy and logos right in the tanks!

Pulling stills from 4K video, newly available technology, ensured ideal compositions for every asset. Jellies are terrible at taking direction.

Thousands of jellies. Tens of scripts.

Our process provided plenty of footage for TV ads and online video—both pre-approved scripts and jelly improvisations. This approach would be perfect for today’s social media ad buys and content applications.