The vast majority of our planet is underwater. The reality is always more strange, more interesting, and more unexpected when revealed. The “It’s Weird Down Here” campaign highlighted the oddities that even the most seemingly ordinary fish could possess. It provided the link between the wide variety of experiences craved by consumers and the vast array of animals at the Aquarium. The Aquarium reverted back to its core philosophy and focused on what the venue offered as a whole: a unique, enriching experience. The campaign engaged patrons at a higher level and inspired them to take more away from their visit.