Our assignment was to come up with a memorable concept for the Florida’s Aquarium’s special Father’s Day promotion, which offered free admission to dads over that weekend. We felt like this was a really great gift idea and excellent value. 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, billboards, social media and web assets.

We wanted to play up just how terrific this distinctive Father’s Day gift idea was, especially in comparison to your typical unimaginative gifts. Like tools. So, we created a one-of-a-kind fish made out of tools and encouraged people to “think outside the tool box.” In the copy, we further drove home how “priceless” this gift truly was since all dads were to receive free admission on Father’s Day weekend.

These posters were definitely seen and talked about, especially since the dramatic “tool fish” image really stood out from other more traditional Father’s Day gift offerings. The Aquarium liked the creative so much that they used it in everything, including outdoor, digital ads and web assets. Thanks to the impactful imagery and messaging, as well as the fabulous free offer, there was a very strong turnout at the Aquarium for this Father’s Day Weekend promotion.