The agency proposed a very different and unique press book that wouldstand out amongst the avalanche of other pieces that the press and thecritics were receiving at a time when the pre-holiday movies, speciallychildren’s movies directed to youth were being publicized. The concept wasan object-book that when put over your head, it would submerge you into theocean – on the spine of the book you could read: Finally, the ocean from thepoint of view of a fish.

The press book was a success. The surge of commentaries about the movies,interviews and presence in the media in general was huge even two weeksprior to the opening. The attendance of the media to the press conferencesurpassed what was expected: some of the attendees didn’t hesitate to placethe press book on their faces and to the surprise of the client and theagency some industry magazines featured their own people with the piece overtheir head. Lastly, the world-wide premiere in the “Velódromo de Anoeta” inSan Sebastian, brought in all the invitees and no seat was left empty.