I can talk like a penguin

Park Street Station - Boston

What do you get when you put a diva, a troublemaker and a player under the same roof? That’s the question we tried to answer with a new campaign for the penguin exhibit at the New England Aquarium.

After speaking with the Aquarium’s team of aquarists and trainers, we discovered that these little, feathery birds are much like us – complete with varying personality types and, of course, all the accompanying drama. There are wallflowers, adventurers, spinsters and entertainers. On one end of the spectrum we met a diva who always wants things her way, and on the other, we met a male bird who’s been the third side of more than his share of love triangles.

If you’re anywhere in the vicinity of Boston this summer, you’ll soon be getting to know a few of the key players we met throughout the process. The integrated campaign includes print, out of home and digital. As part of the media buy, we’ve taken over one of the busiest public transit intersections in Boston by dominating Park Street Station. And, visit Boston.com to try your skills catching fish with our addictive “Feed the Penguin” game.