Jeff Limon & Jacob Baas

Monterey Bay Aquarium


The Monterey Bay Aquarium is more than just an world-class aquarium—they’re also a world leader in ocean conservation. So they asked Hub Strategy (+ us) to come up with an idea that would stop people, get their attention and make them think about the problem of plastic in the ocean.

The idea? A life-sized, 82-foot long blue whale made out of locally-sourced plastic trash set in the shadow of the Golden Gate Bridge on Crissy Field for three months.


With a focus on earned media impressions, the experience has surpassed the goal nearly threefold with a reach of 850M+, hundreds of thousands of impressions via foot and drive-by traffic, and countless organic shared social posts. The campaign was also supported by a digital and social initiative, as well as a short film.