SeaWorld Reputation
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Description
How does one announce historic news coming from a brand that many people not only disliked but had vilified? That was our challenge: to announce the business model changes that SeaWorld was implementing and at the same time do it in a way that animal rights groups and the world would embrace. The video alone received over 1.3 million views in the first day and helped turn the tide of public opinion. The success of this effort has allowed SeaWorld to credibly speak out about other important issues that affect marine animals throughout the world.
Type
Online video, digital, print, tv