Los Angeles Zoo

The challenge was to create awareness of the parks new exhibit of exotic animals in their native habitats while appealing to adults and children alike.

The campaign included a micro-site, broadcast, digital banners, OOH, and a page take-over of the LA Times; garnering over 405,000 website hits and attracted record visitation — more than 1.5 MM visitors in less than one year. The story, "Every animal has a home, just not yours" communicated the offering while enabling a variety of playful executions. The website (link above) won a silver local Addy for UX/UI design.

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