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.

You rarely do endorsements/ads. Why now?
I’ve always been about the game.  I was brought up being told no seal is bigger than the game. So I just felt putting myself out there to sell sports drinks, shoes, or deodorant would be selfish.  Since I wouldn’t know what to do with any of them.

The New England Aquarium came to me in my tank and asked if I was willing to give a little back.  To show the public just how athletic and cool we are. I figured if there was ever a time to be a role model, now was that time.

Has the fact that your face is all over Boston changed your lifestyle?
Look I’m still the same seal I was when I first came to the Aquarium. Wake up, eat some fish, put on the shows for the fans and then chill in the tank with my Xbox. Or get my Pong on.

What’s the hardest thing about balancing a ball on your nose?
Trying not to wonder what else this ball has been balancing on.

Where did you learn to jump through hoops?
Back in the day, from my man Carl Sagan. He was trying to describe the 4th dimension to me…
…and I was like, dude wouldn’t it be easier to get there if you just hopped through the dimension…like a hoop…? The rest is entertainment history.

Favorite Astronaut?
William Sheppard

What’s on your iPod before a performance?
Check it out.

Why do you still refuse to sign autographs?
Flippers man! Flippers!

From our perch at 40 Broad Street in Boston Mullen has a lovely view out to the New England Aquarium and Boston Harbor.  We’re constantly reminded of the great oceans in the distance and compelled to do something to preserve this precious natural resource.  In partnership with the Aquarium we’ve just launched “Live Blue,”  a digital community experience that allows you to explore endangered areas in the world’s oceans and make a commitment to preserving your personal slice of the sea. As the site points out, it’s so easy to make a difference.  Buy local produce, drive a fuel-efficient car, walk, take the train or bike to work and you’re doing your part.  Please have a look, claim a plot of the sea as your own and share the news through the social media capability that’s built into the Live Blue experience.  Did we mention you can get a t-shirt with your ocean coordinates?  Mullen’s technical and creative teams collaborated to develop Live Blue and we’ve claimed a plot in the coral reef off of Thailand.

New England Aquarium: Sharks and Rays - 1 of 7

Challenge: Promote the Aquarium’s Sharks and Rays exhibit on a guppy-sized budget

Solution: Use local landmarks for maximum impact

Not since Jaws was filmed on Martha’s Vineyard has there been so much buzz about sharks in New England. We launched this campaign for the New England Aquarium during prime swim season. Print and outdoor work featured sharks taking over iconic landmarks throughout the city and we added dorsal fins to a fleet of local taxis. We also planted video of a shark sighting on the Charles River on YouTube. Not sure if we fooled anyone, but it did get people talking.

New England Aquarium: Sharks and Rays - Crew boat followed by shark

New England Aquarium: Sharks and Rays - Make way for sharks

New England Aquarium: Sharks and Rays - Hatchshell with teeth

New England Aquarium: Sharks and Rays - Pillar out of home

New England Aquarium: Sharks and Rays - Pillar sailboats out of home

New England Aquarium: Sharks and Rays - Taxi top sharkfin