This campaign for the Vancouver Aquarium turns a digital billboard’s clock into a measurement of ocean depth. At key moments, a new underwater creature appears, the time representing the depth at which it lives. As the day progresses, the ads moves deeper and deeper underwater.

To pair the Vancouver Aquarium’s creatures with the ocean depth at which they live, each execution was linked to the billboard’s digital clock. This allowed the billboard to pull the ads automatically, running the right underwater creature at the right time.