Building on this insight, we employed hyperreal photography to create
a multi-media campaign that focused less on animals, and more on
The images were carefully lit and framed with the intent of making
the viewer feel as though they were right there, amid the zoo’s
Our tagline, initially written for the campaign, was adopted by the brand and promptly trademarked.
With a thoughtfully considered media plan, we placed the ads in spaces that would accentuate their natural beauty, juxtaposed against the grey, NYC reality.
Ultimately, we were able take over the city with campaign that drove jaded New Yorkers to revisit a place they’d known about for years, but had long since neglected. Not by showing them the faces of wild cats and exotic reptiles, but rather, the faces of people who—just like them—could benefit from a bit of wonderment.