Edwin the Super Duper Otter | Digital Innovation & Storytelling

Client: Seattle Aquarium & Copacino+Fujikado

To help modernize the Seattle Aquarium’s outreach and connect with young families in a meaningful, lasting way, we created Edwin the Super Duper Otter—an interactive digital storybook designed to engage, educate, and entertain. The initiative brought the Aquarium’s mission into homes throughout the world with emotionally storytelling told in an innovative, accessible way.

  1. Problem: The Seattle Aquarium was seeking new ways to connect with young families and inspire future visits—especially during ongoing waterfront construction which reduced foot traffic and on-site visibility.

  2. Strategy: Create an engaging digital experience to extend the Aquarium’s educational mission beyond the building itself. The solution needed to be entertaining, accessible across devices, and emotionally connected to the animals and conservation storylines the Seattle Aquarium is known for.

  3. Execution: We developed Edwin the Super Duper Otter, an interactive e-book featuring an insecure but lovable otter finding his place among friends at the Aquarium. The story was rich with lessons about self-confidence and uniqueness, and the digital experience allowed young readers to engage with interactive animations and video content directly from the Seattle Aquarium throughout the story. It was launched on iTunes and promoted as part of the Aquarium’s summerlong integrated campaign which included radio, OOH, online advertising, media outreach and more.

  4. Results: The e-book received 200,000 downloads in over 50 countries, spent 37 weeks on the iTunes’ “New and Notable” list, also spending time on the “Top 10 Free Children’s iBooks” list on iTunes. This dramatically increased the Aquarium’s visibility among family audiences, strengthening its identity as an accessible, digitally forward institution—even for those outside of Seattle.