This Alberta-wide campaign was done in two phases, bolstering awareness and excitement with a ‘coming soon’ OOH media blitz, and a multichannel digital campaign driving ticket sales and conversions throughout the exhibition’s 5-month run.

Creative Direction
The campaign's central insight reflects on a powerful paradox: the very plastic that is destroying our oceans can be transformed into something breathtaking. Rather than leading with guilt or doom, a conventional approach to environmental messaging, this campaign invites curiosity and wonder. Each execution leans into the unexpected visual beauty of discarded plastic debris, arranged and photographed with the precision and care of fine art.

Campaign Artwork Production
The integrated campaign included print and digital advertising across paid, owned and earned media, email marketing, OOH billboards, transit activations, on-park signage and partner marketing initiatives with Tourism Calgary, YYC International Airport and Calgary Attractions.

Campaign performance was exceptionally strong throughout its run dates, driving more than $11.5 million in revenue and 300,000+ ticket sales over a five month period.