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

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

McCain takes to Twitter to dispel Pizza Pocket rumours

Company says popular food brand is undergoing a refresh, not being discontinued

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Hermès gives an inside look at craftsmanship

Global exhibition allows consumers to see French artisans at work

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'