An exhibition
with bite.
Strategy, Visual Identity, Campaign, Roll out.
We developed for the Australian Museum a city-wide (and beyond) campaign for the show aimed at peaking the curiosity of young and old alike and demonstrating the many facets of the most feared species on the planet – SHARKS.
For us, designing this campaign was a dream come true, offering us the chance to dispel the deep misconceptions people have about sharks.
Sharks are the best!
Hollywood has done a terrific job of pigeonholing this family of fish when there is an ocean’s worth more to their story.
When most of us hear the word ‘shark’, our brains automatically jump to razor-sharp teeth, a hunt, an attack, swift and deadly Monsters.
Everyone wants
to know what
makes a Shark tick.
The strategic aim of our campaign was to ignite your curiosity through a series of scenarios that decode and demystify sharks, illuminating their range of idiosyncratic and captivating traits.
The more you learn, the more you realise just how misunderstood
they are.
Campaign Video for the Sharks exhibition for the Australian Museum
A series of video 30, 15 and 6 second videos
Introducing the Shiver
A shiver is the collective noun for a group of sharks and is what we based the hero creative on. A beautifully balanced synchronisation of 12 different shark species that appear to be swimming in perfect harmony to form a sphere. A diverse representation of the world of sharks — putting the focus on the majesty, diversity and beauty. Instead of teeth and terror.
Our campaign puts the spotlight on the diversity, beauty, and behaviours of sharks to provoke curiosity and encourage people to seek out the truth.
Working with photographer Andrea Venegas, we captured wide-eyed children and awe-struck parents reacting to each of the different shark species that feature in the exhibition, highlighting our fascination with these powerful creatures.
We also collaborated with Never Sit Still on a series of teaser films that shine dappled volumetric light on three of the most known shark species, with a twist. The films pose a double-edged narrative of perceived reputation vs reality. Built entirely with CG techniques, we had full control of each shot — something that would have been impossible with real footage.
The campaign lives throughout the museum itself, from external fascias to entrance hoardings and shop merchandise (SHARKS tour t-shirt anyone?) as well as appearing across the city on flags, busses, billboards, newspapers, in a funny radio ad — and is capped off by a 16m Great White tram wrap that swims its way around Sydney.
The radio spot takes a popular nursery rhyme and retells it through the voice
of a Great White. Sound mixing by Smith & Western.
Made with love @SomeOne with
Tom Dabner and Rebecca Bosustow