Aquarium Ad Is a 3D Fish Out of Water

First its ads had a Super Bowl presence earlier this year. Now the Georgia Aquarium is going big in out-of-home. A creative campaign by Doe-Anderson, an agency in Kentucky, launched two executions in Atlanta to let the locals know they have one of the country’s great aquariums right in their backyard.

If you find yourself driving down Interstate I-85 in Georgia, you might encounter a giant illuminated jellyfish—not on the road, of course, but protruding from a billboard. This execution combined printed elements, a 3D extension that needed a crane to hoist it on the billboard, and just the right lighting to make it work.

For the second execution, Doe-Anderson went more “traditional” with a streetcar wrap, considered a “mobile” piece of advertising, in Atlanta’s downtown. Tagged “Where wonder lives,” the campaign’s billboard is one that the creators hope will become a permanent part of the landscape.

Zach Stewart, VP-Director of Design at Doe-Anderson elaborated on the efforts in a conversation with StreetFight.

So far, which media channel has been the most effective in driving admissions to the Georgia Aquarium?

The was an omnichannel media approach covering the path from awareness to conversion with all components working together, so we don’t point to one single tactic. We’re seeing great results from users have been exposed to multiple tactics.

Why is it now breaking in OOH? Is there a digital component to this as well?

OOH was just one component of the mix, which also includes a regional Super Bowl TV launch in 10 markets, DOOH, CTV, digital audio, high-impact display, SEM, and print, among other environments.

For how long will the 3D jellyfish stay on Interstate I-85? 

We hope it becomes a landmark staple of not only the Georgia Aquarium but Atlanta.

What makes the Georgia Aquarium different from any other in the country?

Well for one, it’s the largest aquarium in the country. So any activation we bring to life has to match that sense of wonder and excitement. But what many people don’t know is that they also have the most amazing and dedicated team members. The Georgia Aquarium is involved with an enormous amount of research and sustainability initiatives.

Explain how the streetcar wrap is mobile? Is it also experiential for people who choose to engage?

The wrap is literally on a streetcar. The idea was to take the magic from inside the aquarium and bring it out into the streets of Atlanta. I keep describing it as a mural disguised as a transit bus.

How did the team come up with these OOH ideas for the aquarium? 

Being inside the Georgia Aquarium is absolutely incredible. It’s an impossible task to try to fully match the vibes, colors, and excitement that you feel when you’re there. But we thought we could get close by focusing on two things in the high-impact OOH space: scale and color. Glowing neon lights, a giant jellyfish, and a bright hand drawn illustration zooming down the street seemed like the perfect homage to the country’s best aquarium.

What are some trends you’re seeing in the DOOH and OOH channels in 2025? 

There are a lot of OOH stunts going on right now. Those are super fun and make you do a double take when scrolling through social feeds. But nothing beats something real and in your face. Seeing something unexpected, like a glowing jellyfish on a commute to work or on a jog just hits different. It’s almost comparable to the feeling when you come face-to-face with a whale shark as it swims over your head. It’s real, it’s life, and that’s what makes it magical.