Toronto’s new Ripley’s Aquarium of Canada, which recently opened next door to the CN Tower, is being promoted with a new OOH campaign that turns the nearby Skywalk pedestrian tunnel into a visual extension of the attraction’s Dangerous Lagoon.

With design and installation by Pumped Inc., the execution, which is in the pathway leading from Union Station to the Ripley’s Aquarium, features images taken at the aquarium that have been stitched together and placed on the curved ceiling of the space. The ad placement mimics the Lagoon, which provides a pedestrian tunnel through the aquarium.

The installation of the boards took over 150 man hours, which followed another 100 hours creating and placing the photos to ensure they were made to scale.

Lauren Chan, marketing coordinator, Ripley’s Aquarium of Canada, tells MiC the project will be in place until at least February.