When submarine builder Bruce Jones came to us and said he was going to build a sub that could reach the depths of the ocean floor, we were excited. When he told us that he was in a race to beat Richard Branson and James Cameron, well, we knew we had something special. So we created the Race to Inner Space, a global campaign and call to awareness of the wonders of the deep. Complete with GoPro cameras, we took leading reporters from CNN and Fox to parts of the ocean where none had gone before. That and a sustained media relations campaign drove tens of millions of impressions and sentimental support for Bruce. While he wasn't first, today his subs today have reached more depths than any other.