Promotional Advertisement For Toronto Zoo
(imaginary design project)
BACKGROUND:
A zoo should always embody both entertainment and education, serving as a captivating gateway to the wonders of the natural world. To revive Toronto Zoo's visitor numbers and align them with the client's expectations, this campaign adopts a playful theme. The goal is to pique interest, specifically targeting parents and children, and enticing them to visit the zoo.
RESEARCH:
Research on the declining zoo attendance reveals a significant factor contributing to this trend: the absence of positive learning outcomes. With various alternative avenues for children to explore animals and nature, traditional educational programs alone no longer suffice to attract parents and the public to the zoo. The Toronto Zoo's missing element appears to be its appeal to parents. Hence, the pivotal strategy involves communicating to parents that the zoo offers an ideal setting for their children's enriching learning experiences. To enhance the educational experience at the Toronto Zoo and make it more engaging, repackaging it as an inspiring and creative space becomes imperative. The Government of Canada's report emphasises creativity and innovation as essential skills for learning, work, and life, leading to the innovative approach of integrating children's art into the zoo experience.
DESIGN CONCEPT:
The design aims to create a fun and relatable impression of the zoo for both parents and children by encouraging children's art focused on nature and animals. Inspired by the viral trend initiated by Tom Curtis, where kids' drawings are brought to life, this campaign incorporates a similar idea, using children's art created within the zoo. Specifically, artworks of the golden lion tamarin and Amur tiger drawn by a young artist named Moe are selected for the campaign. The chosen font, Nove, adds a raw and lively feel to the zoo's visual identity. Accompanied by the tagline "Become an artist at Toronto Zoo," the campaign seeks to spark parents' interest in bringing their kids to the zoo to create unique artworks. It also encourages children to observe and create based on their zoo experiences. The tagline is strategically designed to emphasize the words "Artist," "at," and "Zoo," making the concept visually clear to the audience.
The promotional card serves a dual purpose as an educational souvenir, offering visitors insights into both the featured animals and the zoo itself. The inclusion of the golden lion tamarin on the cover enhances its attractiveness, capturing attention and generating interest in visiting the zoo.
Promo card, web banner (bottom left), and OOH transit shelter ad (bottom right) design
