A campaign positioned to reconnect with Singaporeans to visit the zoo again with refreshed branding recall and celebrating Singapore Zoo's 45th anniversary. This is targeting to attract those who haven't visited the park since their childhood days. The concept was to localize the campaign through slang or relatable local culture nuances/elements such as puns and local dialect.
The idea is to deliver the key message of the zoo's open invite to its celebration with a localized, tongue-in-cheek approach by using the local slang "Don't say bojio!", with "bojio" (hokkien) meaning "the act of not inviting someone along". Since "jio" can also be associated to "banana" (gim jio in hokkien).
_____________ Adaptations from WRS internal designers _____________
Playing along with the word "bojio", we create a chain video activation where people post a short video on Instagram about "receiving" a banana & "passing" it to the next person. This symbolize a person "jio" somebody to the zoo & it continues on "jio-ing" more people.
