The Toronto Zoo
The Idea
Rather than focusing exclusively on the animals, we put human reactions at the centre of the story in our first campaign for the Toronto Zoo. The campaign captures the wonder, surprise and curiosity that a visit to the Zoo creates, reinforcing the idea that there’s a curious creature in all of us.
Where the Audience is Headed
A
Visitors are looking for more reasons to connect with nature.
Audiences want experiences that entertain, surprise and give them something to take away. The Zoo can turn a day out into something more meaningful by creating moments that deepen people’s connection to wildlife and the natural world.
Where the Brand is Headed
B
From iconic attraction to conservation powerhouse.
The Toronto Zoo is one of Canada’s most recognizable attractions, welcoming approximately 1.3 million guests each year. But its role extends far beyond the visitor experience, with leading programs in conservation science, education and species protection. The opportunity was to bring these roles together under a stronger brand platform.
Where Culture is Headed
C
People are looking for experiences that reconnect them with the natural world.
As everyday life becomes more digital and disconnected from nature, there’s growing value in experiences that create genuine wonder and bring people together. The Zoo sits at the intersection of entertainment, education and conservation, with an opportunity to make that connection more meaningful.
THE Destination
D
A stronger connection between people, wildlife and conservation.
1.
Put human wonder at the centre of the Zoo experience.
2.
Deepened the connection between people, wildlife and conservation.
3.
Supported the Zoo’s goal of driving visitation and audience engagement.
