AR Goldfish Take Over the Eiffel Tower
Giant goldfish circling the Eiffel Tower, seen by millions during the Paris Olympics.
Aquarium de Paris · Paris, France · 2024
About the project
The Eiffel Tower as a Stage
To launch a world-first freshwater habitat home to 14,000 shoaling goldfish, the Aquarium of Paris needed a campaign as bold as the exhibition itself. With the Olympic Games drawing the world to Paris, Broken Egg turned the city's most famous landmark into the stage.
An AR Takeover
Broken Egg created a Snapchat augmented reality (AR) filter anchored to the Eiffel Tower, with giant goldfish circling the tower, day and night modes, and clear wayfinding to the aquarium, on a platform with 400 million daily users. The team paired it with a photorealistic FOOH (fake out-of-home) film that ran across YouTube, Snapchat, and shopping-mall screens. Working closely with the aquarium, and with a specialist AR artist brought on board, Broken Egg led creative direction and production from start to finish.
Millions of Impressions
It became one of Broken Egg's most widely seen campaigns, drawing roughly 2.5 million impressions on YouTube and 250,000 on Snapchat, plus extensive out-of-home reach. It showed how a museum launch can hold its own alongside the busiest moments of the city around it.