You're Gonna Need a Bigger Boat

Discovery Channel's Shark Week has a tradition of good marketing. This year is no exception. The site frenziedwaters.com recreates several famous shark attacks of the past from a first-person perspective. If you check it out, and you have a facebook account, you MUST click on the last one. Just saying. Beyond the site, the campaign includes a series of mystery capsules that are surfacing(pun) around the country that contain artifacts from other shark attacks. The campaign is by the awesome guys at Campfire, whose past work includes Sega's 'Beta7' and Audi's 'Art Of The Heist'.