Look At This: Penguin paths in Vancouver

Locals and tourists on Vancouver’s Stanley Park seawall have been seeing more than the usual footpath signs separating pedestrians from cyclists this summer. Since May, there has been a third symbol for waddling penguins. The symbol is meant to draw people to the Vancouver Aquarium‘s latest exhibit of African penguins – Penguin Point. The guerrilla […]

Locals and tourists on Vancouver’s Stanley Park seawall have been seeing more than the usual footpath signs separating pedestrians from cyclists this summer. Since May, there has been a third symbol for waddling penguins.

The symbol is meant to draw people to the Vancouver Aquarium‘s latest exhibit of African penguins – Penguin Point.

The guerrilla work is part of a campaign from Taxi Vancouver that includes television, print, radio, a Facebook contest and a 3-D billboard. The campaign tagline is “There’s a new bird in town.”

“The main premise of the campaign is that we don’t really notice the indigenous birds but if there’s a new one in town everybody takes notice,” says Matt Bielby, creative director at Taxi. “It occurred to us that penguins have a different method of travel, so we called it the waddle lane.”

Brands Articles

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications