Vancouver Aquarium: Luminescence

There’s certainly no shortage of holiday lights to look at in December. But, thanks to the Vancouver Aquarium’s new promotional exhibit – Luminescence – there’s a completely different set of lights to see. Taking inspiration from the exhibit itself, we used holiday classics and gave them an aquatic twist, pairing aquatic imagery with fun holiday typography and memorable holiday tunes.

Advertising Agency: TAXI, Vancouver, Canada
Creative Director: Matt Bielby
Art Director: George Lin
Copywriter: Alex Bird
Account Director: Steve Howard
Account Manager: Samantha Hassall
print producer: Leah Fladgate
production coordinator: Morgan Quinn
Retoucher: Hayden Wood
Broadcast producer: Steve Emmens
Post Production House: JMB Post
Sound House: Silent Joe
Published: December 2011

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10 comments

Baelin's picture
Baelin
277 pencils

The message gets across. If I were a parent, I might certainly consider bringing the brats and take satisfaction in their glowing delight.

Not a fan of the conflicting typefaces or the distracting background though.

morse's picture
morse
14049 pencils

I agree. Good copy and convincing if you're a parent.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

andylefty's picture
andylefty
4535 pencils

Cute.

Wordfruit's picture
Wordfruit
1023 pencils

I like the idea.

Could the copy and the art work together to better bring out the 3 things more distinctly, and with pics of glowing children's faces?

The way it is at the moment, I feel I need to read and digest the copy, so the brain has to work a little at it -- I wonder if it could be made so the brain takes it in a little easier.

Wordfruit's picture
Wordfruit
1023 pencils

I like the idea.

Could the copy and the art work together to better bring out the 3 things (jellies, anemones, your children) more distinctly, and with pics of glowing children's faces?

The way it is at the moment, I feel I need to read and digest the copy, so the brain has to work a little at it -- I wonder if it could be made so the brain takes it in a little easier.

Also, the words "See life glow" versus "Watch life glow":

Without a doubt "See life glow" sounds better. But I'm wondering if in this context "Watch life glow" might be worth considering -- simply because reading this without concentration (which is of course pretty much how most ads are read), the sound "See life" might trigger the meaning "Sea life" in people's heads, and so it might less-readily trigger images of seeing/watching these things.

bobby666's picture
bobby666
1460 pencils

ok stuff...

Billoughsby's picture
Billoughsby
5091 pencils

Satisfied with all elements here, and the type. Bet that 'distracting background' makes one hell of an impression as a backlit.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Nike Diesel's picture
Nike Diesel
13339 pencils

Lovely copywriting.

hoozn's picture
hoozn
353 pencils

Type, copy, colour, photography, live together in perfect harmony.

who cares? ima play some tunes instead http://www.mixcloud.com/hoozn/

whitekaras's picture
whitekaras
115 pencils

Ok, look, let me be a super hypercriticizing jerk, please. I'm not a native English speaker, shoudn't it be "See Life Glows"?
Love this one. Just wondering.

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