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Luminescence

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December 2011
Vancouver Aquarium:  Luminescence
Vancouver Aquarium Outdoor Ad -  Luminescence

Description

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.

Outdoor advertisement created by Taxi, Canada for Vancouver Aquarium, within the category: Recreation, Leisure.

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
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Highest Rated

whitekaras's picture

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.

whitekaras
Activity Score 115
Baelin's picture

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.

Baelin
Activity Score 273
Copywriter
morse's picture

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

morse
Activity Score 18121
Art Director |

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

andylefty's picture

Cute.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Wordfruit's picture

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
Activity Score 1023
Wordfruit's picture

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.

Wordfruit
Activity Score 1023
bobby666's picture

ok stuff...

bobby666
Activity Score 1462
RMG Connect, India
Billoughsby's picture

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

Billoughsby
Activity Score 5154
Art Director |

That's it.

Nike Diesel's picture

Lovely copywriting.

Nike Diesel
Activity Score 13718
Art Director
hoozn's picture

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

hoozn
Activity Score 355
Vienna |

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

whitekaras's picture

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.

whitekaras
Activity Score 115
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