Background

Kaiyukan Aquarium is one of the most famous aquarium in Japan. Although, they had been relied on the popularity of gigantic whale sharks for over 25 years and and almost all of the people in Osaka had already been to the aquarium. They needed a new "star" to attract people to come back.

Describe the creative idea (40% of vote)

In the moments jellyfish become geometric, the beauty closely resembles what we see in the cosmos. We utilized this concept to design a new zone at the Osaka Kaiyukan Aquarium called the “Jellyfish Cosmos”. To visualize it, we captured the most geometric moments of jellyfish as posters and outdoor ads.

Describe the execution (40% of vote)

We made the posters super simple and symmetry with just put jellyfish in the moment they are a circle, a half circle and an arc in jet black with mat coating.　 The posters were put on the trains that are on the lines connected to Kaiyukan Aquarium in Osaka, Kyoto, Kobe, and Nara.

List the results (20% of vote)

The posters attracted people's attention and went viral onSNSs. Jellyfish Cosmos literally gave birth to a long-awaited second star at the Kaiyukan, at which the gigantic whale sharks used to dominate visitor attention.　 This successfully attracted many people who had not visited the aquarium breaking the past 20 years of 2.7 million visitors in 2018.