Season 3 Key Art
300 X 600 EXPANDING UNIT
EXPANDING PAGE TAKEOVER WITH USER POLL
We created this highly successful user poll by leveraging the most controversial storyline of the season, giving viewers the opportunity to weigh in with their opinions. Our strategy paid off with the highest click-through rate of any creative execution on the homepage that year. 94% of videos viewed were watched to completion.
GUERRILLA STUNT
We wrapped 23 trucks in New York with provocative whale meat labels to promote the new season of Whale Wars and raise awareness of the issue.
To engage consumers in a deeper discussion about the series, street teams passed out cans of faux "whale meat" which were actually filled with candy.
The design highlighted both sides of the issue to stir up debate. Is killing and eating whales a "tasty tradition" or "outright slaughter?"
Whale Wars UK Out of Home Campaign
Whale Wars aired on Discovery Channel in the United Kingdom where it has a higher-skewing male audience than Animal Planet. Consumer insights suggested we focus more on the conflict than the activism which led us to this bold, headline-driven campaign.
Season 1 Key Art
