The bigger the fish, the bigger the story. To advertise NatGeo Wild’s ‘Monster Fish’ we stuck a decal of broken glass on the biggest tank we could find in the biggest aquarium (Ushaka Marine World, KZN) in the country. We demonstrated the size and power of these fish by making an aquarium glass wall appear as if it has been swum into and cracked. This ambient idea created valuable talkability for NatGeo Wild’s ‘Monster Fish’.