Feed The Dolphin

In 1993, the City of Santa Monica created the Dolphin Change Program to provide the community with a means of helping the homeless without giving directly to panhandlers. But although the city was able to erect four piggy-bank-like dolphin statues in strategic, commercial areas, there has been little to no marketing effort and, consequently, very little awareness of this helpful program. 

The solution? Turn these dolphins into a destination for locals and tourists with an experiential stunt and digital video.

Out-of-Home:

The campaign kicks off with mysterious billboards around one of the statue locations. The date of the event as well as a website for more information will be posted.

The Event:

On the day of the event, a call-to-action will be placed over the dolphin and we will wait until someone "feeds" the dolphin with a quarter. Feeding the dolphin will lead to a chain reaction of increasingly odd events.

The Incentive:

To encourage people to visit and "feed" all four dolphins around the city, we will incentivize people to take selfies of themselves "feeding" the dolphins and tag the images. Those with geo-tagged selfies at all four locations will be entered into a contest to be highlighted as someone to thank on the new placard that will be placed prominently in front of the statues.