Zoom Media Inc., in partnership with advertising agency TAXI Vancouver, have won the prize for the best Multiplatform campaign for their Vancouver Aquarium ‘Babies’ campaign at this year’s AdClub Out-of-Home Showdown.
The main objective of the campaign was to raise awareness and create buzz about the Vancouver Aquarium’s new feature on the fascinating aquatic world of babies. (In the aquatic world, certain species’ means of reproduction and development are very different from that of humans.)
TAXI’s concept, ‘Baby stories unlike any other’, included rigged pregnancy tests placed in the urinals of men’s washrooms. When a man used the urinal, the test would display a positive pregnancy. The creative execution consisted of Zoom Media Classic boards and Digital screens above each urinal in resto-bars explaining that in the aquatic world, male seahorses are the ones who get pregnant. The Vancouver Aquarium campaign served to engage, inform and humor the consumer all at once.
“The integration of media products in conjunction with the environment was instrumental in bringing TAXI’s concept for the Vancouver Aquarium to life. ☺ Zoom Media’s boards and screens were key in providing an explanation for the teaser (the positive pregnancy result) and effectively delivering the message to its audience,” says Gabriel Landry, vice-president, creative and production, Zoom Media.