Jellyfish floating in water to the celebratory tune of Carol of the Bells; an electric eel powering a Christmas tree with Jingle Bells playing in the background. This describes some of the new TV and radio spots launched this week by Taxi Vancouver for the Vancouver Aquarium.
With the mandate to promote the exhibit “Luminescence: A celebration of aquatic light,” the spots feature anemones, jellyfish and other kinds of bioluminescent – i.e. light-up – sea life in what Taxi Creative director Matt Bielby calls “the aquatic version of fireflies.”
The campaign is part of the aquarium’s new brand platform, “Imagine yourself in our world.”
Joanne Turner, marketing consultant at the Vancouver Aquarium, said in a statement that the holiday-themed campaign is “an impactful, simple idea that is spot-on with our brand and executed beautifully in every format – from the identity to the street banners to the print ad to the radio spot and finally TV.”
“The campaign marks a new holiday tradition that the aquarium is planning on making an annual event,” Bielby said.
