Monterey Bay Aquarium: 150 FEET OF AWESOME

Credits & Description:

Advertiser: MONTEREY BAY AQUARIUM
Agency: ENGINE COMPANY 1
Category: Digital Outdoor
Copywriter: Acd
Creative Director: Acd
Copywriter: Allison Khoury
Account Supervisor: Dayna Carroll
Illustrator: Fashionbuddha (Cg Animation)
Art Director: Jessica Thomas
Executive Creative Director: Cd
Producer: Quincey Firth
Executive Creative Director: Vince Engel
Other Credits: Kirk Landgraf (Media Director)
Creative Director: Suosdey Penn

Ambient Execution Description
Engine Company 1 transformed 13 digital touchscreen bus shelters throughout San Francisco into a virtual aquariums we called, "150 Feet of Awesome."From the translucent, kelp-covered roof to the side panels that displayed schools of sardines, bus riders and passersby were completely submerged in an aquatic environment.The centerpiece of the installation, was the digital touchscreen, where the user selected “Dive In” and entered an augmented reality experience which simulated diving down 150 feet into the ocean. The user met different animals at each level of the descent, interacting with sea turtles, sardines, and jellyfish. The users were then prompted to pose for a photo, which generated a personalized postcard that could be saved to their smartphone, or uploaded to their Facebook and Twitter accounts.