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.
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.