fish story

With more than 7,000 watery creatures on the premises, including beluga whales and dolphins, the smallest residents of Chicago’s Shedd Aquarium have a tough time getting attention.

In a new campaign for the Shedd, Chicago Creative Partnership looks to equalize the attention by focusing on some of Shedd’s lesser- known attractions. The campaign is themed “Rediscover Shedd.” One print ad depicts a potbellied sea horse with the headline, “In some families, being the man of the house isn’t easy. Especially when you’re pregnant.”

“There are unique, charming and exciting creatures throughout Shedd, and we wanted to spotlight some that are less well-known but equally compelling,” said agency president and creative director Kevin Houlihan.

“Piranhas and sea horses are cool, but they [often] fall below the PR radar,” he added.