If you haven’t seen it yet, go ahead and check out Adweek’s “Ad of the Day.”
Yep, you read that right. Our amazing client, SeaWorld, is being recognized for having the “Top Breakthrough Ad of Q3,” and for having the best performing travel ad on record.
Pretty damn cool, yea?
We think so too. It’s about time people were able to take a new look at SeaWorld and see that they are a force for good in the world. Not only is a visit to one of their three parks fun as hell and inspiring for people of all ages, but proceeds from every single ticket purchase goes directly to saving the oceans and all it’s inhabitants.
That’s something to feel good about.
Our client, SeaWorld, had been under attack from animal activists and internet trolls for the last several years. We felt that they had a great story to tell, but it was hard to get a word in edgewise with all the megaphones out there.
We set out to find a way to break through to people and to present SeaWorld to people in a whole new light.
Our team had a whole lot of fun making the ad. We do a ton of crisis communications work, which is just a natural extension of our political roots. The problem there is that we usually have to move at the speed of light. We’re really good at that, but this time we got to slow down a little and we really dug into finding something new.
What we figured out was that we needed a way to convince the public that going to SeaWorld was actually contributing to saving the planet –a moonshot mission.
And that’s how we got to “from park to planet.”
Our client, particularly SeaWorld’s CMO Denise Godreau, pushed us to connect SeaWorld to the ocean lifestyle and the diverse people who love the ocean. She was so right in connecting the dots from a SeaWorld visit to all of the activities we enjoy from the ocean.
She provided the inclusive spark that drove our creative.
The more difficult part was wading through (sorry) miles of footage to find the right scenes to tell the story. We went through a number of scripts. Listened to a lot of music. It was pressure packed, but fun the whole way.
In the end, working with our client partners, we came up with something we believe really captures the emotion of the story —the love of the ocean and the love of the animals in it. The video now exists in many different lengths and languages, but one thing is true of each version: it tells a real and heartwarming story about a company that loves animals.
We are proud to help them tell it.