The work was created by Perth creative agency Lateral Aspect.
Perth creative agency Lateral Aspect has launched the latest commercial in its highly successful ‘Did You Know?’ campaign for the Aquarium of Western Australia (AQWA).
‘Shark Teeth’, which follows on from ‘Turtle Tears’ and ‘Octopus Ink’, has had a major impact with the WA tourism icon experiencing record visitor numbers.
"The economic impact to the aquarium throughout this campaign has generated solid results. Daily visitor numbers have far exceeded previous results with visitation not seen for over ten years," AQWA marketing director Verity Nelson says.
"Designed to target the children and families, this ad also managed to re-engage the 18 – 25 demographic which has historically been elusive to the aquarium.
"This campaign has had amazing cut through and, since launching, the feedback has been amazing. Stories of children rushing to the TV to watch animated sea creatures to adults engaged through the use of facts about the turtle, octopus and shark. Who knew that turtles cried!"
Lateral Aspect creative director Mark Lucas says the platform of ‘Did You Know?’ meant the campaign had great long term potential.
"The subject matter is brilliant and AQWA’s Marine Biologists have given us endless fun facts. It has meant that we can extend the creative into media that wouldn’t normally feature in a campaign like this," Lucas says.
"For example, AQWA have phone callers asking to put back on hold so that they can hear more about the Blue Whale that has a fart bubble big enough to contain a horse."
Whilst the 24-year-old agency is based in Perth, Lucas and senior art director Jasmin Bernhagen, undertook the bulk of the campaign’s production in Victoria.
"We do a fair bit of work in Melbourne now. From an external talent perspective and having being around for a while, it keeps us fresh and we have developed a great creative network in both states," Lucas says.
"Being independent, we are fairly flexible and enjoy being able to take on work and clients from anywhere in the world."
Credits
Agency – Lateral Aspect
Creative Director: Mark Lucas
Head of Strategy: Lily Butler-Ward
Copywriter: Mark Lucas
Art Director: Jasmin Bernhagen
Animation: Jumbla Melbourne
Music Composition: Robert Upward
Sound Design: Sonic Playground
Consultant Technical Director: Ian Reiser
Account Director: Felicity Gordon
Client – Aquarium of Western Australia
Marketing Director: Verity Nelson
