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We chummed the airwaves with fear to lure viewers to one of the most popular events on cable television, Shark Week.
Illicit a sense of excitement and anticipation within loyalists while drawing in a broader audience.
A broadcast campaign that shows the power of sharks without ever showing a shark in the narrative. The belief being that absence is the greater harbinger of fear.
The commercials have gone on to become the most popular broadcast campaign for Shark Week ever–receiving well over half a million views on the Discovery YouTube channel alone, more than five times the number of views of any other Shark Week campaign.