Bronx Zoo
Only in the Bronx
Art Direction / Strategic Planning
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Challenge
New York City isn’t called the Concrete Jungle for no reason.
Generation Z (ages 18-26), who reside in NYC, have very limited exposure to wildlife and nature in the concrete jungle.
If you live in New York City or have ever heard about New York City, you might automatically associate it with some creatures that represent New York City, like rats, pigeons, and cockroaches, like the pictures down below.....
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Idea
Using a simplistic design to catch the attention immediately and comparing everyday animals to the exotic creatures of Bronx Zoo.
01.
DIGITAL OOH EXECUTION
This campaign aims to raise awareness among New Yorkers that they are out of touch with nature and wildlife and remind them that the Bronx Zoo is not far away, so they can visit without planning a big trip.
02.
POSTER OOH EXECUTION
03.
SCAVENGER HUNT
When New Yorkers spot a rat, roach, or pigeon, they usually freak out, but what if they celebrated instead? Snap a photo of all three and upload it to the Bronx Zoo website to win a free ticket to visit exotic creatures at the zoo.
