Spring Campaign
Goal: Emphasize that the Zoo is a place for everyone on all occasions
Fun for all ages on all occasions
This campaign has a broad scope and can be flexible in targeting regions or demographics. The Zoo can be a place to bring kids, a date, your grandparents, the Zoo is a place for a picnic for learning or just enjoyment. This campaign pairs the many draws of the Zoo with animal photography emphasizing that same draw. For "play day", we have a playful toucan on a bright, captivating orange bokeh background. With his held eye-contact and mouth open, he reinforces that the Zoo is a great place for a "play day". For "family day", we utilize a family of curious meerkats, and for "date day" a pair of kissing macaws. For all creative assets we minimize distracting elements of more natural backgrounds and flood the artboards with bright, interesting colors that champion the animal in that space. Simple, clear type with handwritten characteristics convey the approachable and kind demeanor of the Zoo, further emphasizing the Zoo is a place fun for all ages on all occasions.
