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

OPSEU campaign warns of drunk grocery shoppers

Public awareness campaign stems from concern around social safeguards

Pinterest moves into ecommerce with Buyable Pins

Shopping from the social service comes from partnership with Shopify

Mondelez introduces a skinnier, more ‘sophisticated’ Oreo

New cookies weren't designed to be twisted open or dunked, says company

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves