SeaWorld (Broadcast, youtube)

SeaWorld wanted to refresh their Real Amazing campaign. To remind people that while competitors like Disney offer you endless fantasy, SeaWorld offers you something real and visceral and just as magical. And there’s nothing more magical than real people experiencing amazing things. 

Then the pandemic changed the landscape for theme parks overnight. Smaller SeaWorld parks, like Discovery Cove, were fighting to be considered by a much smaller audience. But, as it turns out, Discovery Cove was already offering the one thing people were craving more than anything – a place to escape to. After just a month, the new campaign had increased brand searches by 338% and ad recall by 42%.

GCD: Scott Murray, Design Director: Ryan Bubion, ACD Writer: Greg King, ACD Art Director: Julie Shanahan, Art Director: Dustin Perrotti, Designer: Elliot Fuller, Designer: Sydney Crabtree