The Vancouver Aquarium’s winter exhibit, Luminescence, features bioluminescent light in a season blanketed by darkness. With the need to keep customers interested throughout the year, TAXI Vancouver created something unexpected out of an item people walk past every day. Using an ordinary streetlight, the Vancouver agency transformed it into a larger-than-life anglerfish in Vancouver’s pedestrian-rich Granville Island. Upon hoisting up a model of an anglerfish’s body, the arching lamp completed the effect as its glowing light drew in curious onlookers the same way an anglerfish attracts its prey. On a poster below, the line “Lights with Appetites” completed the installation letting people know there are more glowing animals to see at the aquarium.
“This exhibit is about celebrating light,” said Matt Bielby, Creative Director at TAXI. “Darkness worked to our advantage as it gave us new ways to use man-made light. That was our starting point. We focused on what already exists, that people are aware of, and created a new experience for them.”
The campaign also included TV, print and radio media channels, and ran from Nov 22 to Jan 22.
The Lights with Appetites campaign was developed at Taxi, Vancouver, by executive creative director Kevin Barclay, creative director Matt Bielby, copywriter Alex Bird, art directors George Lin, Derek Anderson, producer Denise Carefoot, account director Stephen Howard, account manager Amber Foss.