Publix saved a whale.
Let’s tell the world about it.
A whale?
Saving a whale is no small claim. By changing requirements for crab fishing for Publix’s shelves, and asking other retailers to join them, they pushed the whole industry to adopt a new technology: ropeless crab fishing. In the years since, the North Atlantic Right Whale’s population has grown for the first time this century.
The Deep Dive
Publix doesn’t like to beat their own chest, so we took an education-first approach to showing people how this new technology works and how Publix made it happen. Here’s the ideas we came up with:
Aquariums
By partnering with aquariums we already sponsor, we will open an exhibit showing how our ropeless crab trap devices work in the water and educate people on sustainability in places they’re already open to learning.
For places where a show doesn’t make sense, we’ll create an AR experience to see the technology in action for inside and outside of the aquarium walls.
With almost half of Publix’s stores within 100 miles of a beach, they sponsor many sand sculpting competitions and the like. We’ll create guerrilla sculptures of our whales and add signage for people to experience them and how we’re saving them in real life and AR.
The beach
What we made
GCD: Ryan Stafford
CD: Dennis Wolfe, Jason Roberts
CW: Noelle Griffin