The Monterey Bay Aquarium in California is one of the premier non-profit aquariums in the world and uses all ticket sales to fund conservation efforts. Their goal is to not only show the public the wonders of the ocean, but also to provide education on the effects of modern society on ocean habitats. "A deeper understanding" showcases this dual mission statement by using executions that first promote aquarium exhibits but then reveal a surprising deeper message about pollution, conservation, and extinction. Executions are recyclable and double as a discount coupon for admission to the aquarium.
Ink reacts with glass condensation to show the octopus releasing ink and retreating, leaving behind a message.
Thermochromic ink reacts with heat of shower to reveal messaging.
Remember those silly rubbery dinosaurs that grew like crazy in water? It's just like that...but sneaky!
This rich media banner ad features messaging that comes in waves. Literally. The first message is washed away with the litter-filled tide. As the sand dries, a second message is revealed.
A photo-illustration of the hand held stealth piece. Mistaken for soap and placed under the faucet, the seahorse expands into the shape of a crushed bottle, revealing a message and coupon.