Zero-Impact Sea-Tagging

With marketers feverishly trying to co-opt our emerging social media and every inch of the human environment, it's refreshing to meet CURB, the world's first natural media company. Their mission statement is to impact consumers without impacting the environment, using nothing but natural materials, but in doing so they're also double punching my imagination and happiness gland.

According to head of marketing, Peter Kerwood, it cost millions to make the SEALIFE London Aquarium a world-class attraction, while London-based CURB used little more than saltwater and a stencil to market it. "Sea Tagging" as it's called, is as simple as that. Guerilla teams dress in scuba gear created an aquatic sprawl across London, spraying more than two-thousand sea animals on buildings and sidewalks, creating an experiential marketing campaign totally relevant to the Aquarium.

The beauty of this technique is that the salinity of sea water makes it more resistant to evaporation than freshwater meaning they can last for up to hours, and after that you're left with a dusting of sea salt. CURB is the same company that pioneered turf cutting and snow tagging, and the logistical beauty of zero impact campaigns like these: no permits.