Bahrain recently announced the formation of a world-first, underwater theme park within its coastal waters. To celebrate this, and to provide a dynamic reef structure, the Kingdom sank a 747 airplane into place to form the centerpiece of the park. Months of preparation saw the plane removed of any hazards to marine life before it was carefully lowered into position on the sea floor. Only months later, the structure enjoys abundant biological growth on its surfaces and is home to schools of fish.

Scubalife, as one of the country's leading dive and maritime tourism operators, leads initiatives in promoting the venue to divers from all over the world. We produced a series of adverts to promote the attraction. Instead of focusing on the mundane, we chose to take a more global approach - using amateur images, we created a campaign that is less 'promo' and more considered, writing compelling copy and accentuating the very human attributes of experience, of pushing boundaries and discovering the deep unknown.