Cute and cuddly threatened species tend to get the lion’s share of attention when it comes to conservation. But what about the creatures who are a little bit harder to love, like the bizarre, bioluminescent, and straight-up freaky little guys in the ocean twilight zone? These deep-sea dwellers may not be particularly huggable, but they play a critical role in the health of our planet, and they’re just as worthy of attention, protection, and admiration as more…charismatic creatures.
What makes these denizens of the deep strange is exactly what makes them special. And the same goes for people.
We set out to spark affection for and curiosity about these oft-overlooked species by encouraging people to embrace their own weird, and help keep the ocean twilight zone weird, too. We created an interactive digital experience that introduced visitors to the mysterious inhabitants of the ocean twilight zone, and helped them find their own weird along the way.
At the heart of the campaign was a personality quiz designed to match users with their deep-sea alter ego. Once they found their underwater twin, we prompted them to share their results on Instagram, celebrating the weird and wonderful in all of us.
The full site experience. Click through to find your weird!
Watch the the full quiz walkthrough.
Creature results
Results for social sharing
