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''A restaurateur with several successful downtown restaurants decided to open another," art director Jeff Dahlberg said. "The title would be Big Fish, the cuisine, obviously seafood. This time, the target customer would be less trendy thirty-somethings, more families and singles alike. Given the urban setting with a heavy industrial influence, the restaurant's architecture itself would both blend in and stand out. The advertising objective was to create awareness among all groups and palates. The result was a teaser campaign lead by hyperbole, utilizing the title of the restaurant, yet rugged industrial in design. The restaurant received huge recognition upon opening."

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