Client: Seattle Aquarium
Campaign: Let Leonard In (2008)
Agency: Copacino + Fujikado
Creatives: Joe Gerlitz - copywriter / Steve Andrews - art director / Jim Copacino - ECD
In 2008, I worked with the Aquarium to develop their annual advertising campaign. The award-winning 2007 set of work had featured Leonard, a goldfish trying his hardest to get into the Aquarium's main attraction: a mammoth, 120,000-gallon exhibit, filled with more than 800 fish from the Pacific Northwest’s local waters.
The campaign we created was a multi-media fun-fest, consisting of TV and radio spots, outdoor billboards and bus & ferry signage, newspaper print ads, web banners, and non-traditional elements. We even created a giant Leonard float for Seattle's SeaFair Parade... all geared to promote awareness of the Aquarium to residents of the Puget Sound and its visitors - and to Let Leonard In.
OUTDOOR PRINT
Shown in context on buses and on the ferry...
BROADCAST TV & RADIO
One of three TV spots which featured the Aquarium's huge tank. And a radio spot for the campaign, voiced by copywriter, Joe Gerlitz.
DIGITAL
We created a web banner that featured a 'take-over' page on the Seattle Times site... and a cannonball by Leonard into his online tank.
NON-TRADITIONAL
This is where things got pretty different. In addition to our normal media channels, we hit local coffee shops where folks received Leonard coffee cup sleeves. Local graphic design firm, Modern Dog, created several "Let Leonard In" posters. AND as mentioned, we worked with the city to create a giant Leonard balloon which paraded through downtown and begged to be let in to the Aquarium.
posters by Modern Dog
