The campaign “Closer than you think” visualises the idea that nowhere else will visitors get closer to underwater animals than in one of the more than 30 Sea Life aquariums. In order to illustrate that only a glass pane separates visitors from sharks, pufferfish and squid, various mega-poster and billboard sites at train platforms, bus stations and tram stops were booked. The effect that people are also sitting behind windows at these sites is enhanced by placing motifs of sea creatures close by. Looking out of the window, people immediately associate that closeness with the aquariums.
Merlin Entertainments Group Deutschland GmbH, Hamburg