New England Aquarium
Live Blue

Our job was to introduce yet another environmental cause that people are supposed to care about. We connected the cause to a tangible part of the world—a unique part of the ocean that your pledge will protect. You get to visit that plot on Google Earth and proudly wear your plot's GPS coordinates on your one-of-a-kind shirt. 

Promo

Future promotions could offer free admission to the Aquarium to anyone with shirts featuring the same latitude coordinates, for example. And yes, this was real.