Corpus Christi, TX – [May 21, 2025] — MDR Advertising is proud to announce a Crystal Award win from AMA Houston for our impactful billboard campaign created for the Texas State Aquarium. Titled “More Wonder. More Animals Rescued.”, the campaign earned top honors at the 2024 Crystal Awards, celebrating strategic marketing and creative excellence across Texas.
This recognition highlights the power of outdoor advertising to inspire curiosity, elevate causes, and drive meaningful public engagement—all while supporting one of Texas’ most beloved institutions.
“This campaign proves that even in a digital-focused world a simple billboard can still spark emotion and action,” said Jackie Swonke, Creative Director at MDR. “We’re honored to help amplify the incredible mission of the Texas State Aquarium and thrilled to see this work recognized on a statewide stage.”
About the Campaign: More Wonder. More Animals Rescued.
The creative concept behind the campaign was rooted in a powerful dual message: the awe-inspiring experience visitors get at the aquarium and the life-saving animal rescue work happening behind the scenes.
Using striking imagery, clean design, and emotionally resonant copy, the billboards were designed to:
- Draw attention from travelers and locals alike
- Reinforce the Texas State Aquarium’s identity as both a visitor attraction and a conservation leader
- Drive increased visitation and community support
Placed along high-traffic corridors throughout the State, the campaign effectively captured attention—and hearts.
Results that Matter
While the campaign dazzled creatively, it also delivered measurable results:
- Boosted brand engagement with regional audiences
- Increased visitor awareness of the Aquarium’s rescue mission
- Supported record-breaking attendance and donor interest during the campaign period
The Crystal Award win underscores the campaign’s strategic clarity, emotional appeal, and public impact—all key elements of MDR’s creative philosophy.
A Mission Worth Highlighting
As one of the leading aquariums in the country and a vital Gulf Coast marine rescue facility, the Texas State Aquarium is more than a destination—it’s a force for good. MDR is proud to support their mission with creative work that educates, engages, and inspires action.
“It’s not just about animals in tanks,” said Jenna Ward, Senior Media Buyer. “It’s about connecting people to the deeper story—rescue, rehabilitation, and environmental responsibility. That’s what this campaign set out to do.”
Thank You, AMA Houston
We’re honored to receive this Crystal Award from AMA Houston and proud to stand alongside so many innovative agencies and brands across Texas. This award affirms the value of using creativity to serve both client goals and community impact.