CGI

With a bold brief and frankly, XXX fish at the heart of the brand, we set out to explore how Big Mouth Billy Bass could be reimagined for a standout, attention-grabbing campaign. The goal? Raise awareness for LEAP through a series of distinctive experiential activations that are memorable, unexpected, and designed to get people talking.

We developed a range of creative concepts from festival takeovers and gamified experiences to chef-led cooking demos, CGI teasers, and interactive digital elements, all centred around bringing Billy to life in surprising and playful ways.

Ideas ranged from “Glaston-Billy” consisting of a tongue-in-cheek festival style tour with Billy as the main attraction, to interactive installations where visitors could press his iconic red button and trigger music, motion, and instant shareable moments. Gamification concepts like “Hook-a-Fish” added a fun, competitive element, while branded giveaways and bucket hats helped extend the LEAP brand across festival grounds.