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Our assignment was to come up with a memorable concept for the Florida’s Aquarium’s Mother’s Day promotion, which offered free admission to moms over that weekend. We felt like this was a really great gift idea and an equally excellent value. So, we definitely wanted to do the offer justice. With this in mind, our challenge was to develop an image that would get people’s attention and bring this offer to life in a very compelling way through posters and print ads.
We wanted to play up just how terrific this distinctive Mother’s Day gift idea was, especially in comparison to your typical unimaginative gifts of flowers, chocolates and such. In order to make our point loud and clear, we created a series of one-of-a-kind flowers made out of schooling fish. In the copy, we further drove home how “priceless” this gift truly was since all mothers were to receive free admission on Mother’s Day weekend.
These posters and print ads were definitely seen and talked about, especially since the dramatic fish flower images really stood out from other more traditional Mother’s Day gift offerings. Thanks to the fresh creative and fabulous free offer, there was a very strong turnout at the Aquarium for this Mother’s Day Weekend promotion. Overall attendance was up by 1,555 people from the previous year. The creative was well-received by the Aquarium, who attributed the attendance increase to this impactful imagery and messaging.