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TORONTO ZOO

What do kids think of the zoo? "The zoo has animals, but it's missing entertainment," Lowe Roche found in its research. So the agency needed to convince kids and their parents that animals, especially real live ones, were fun. The advertising focused on the insight that with so much of today's entertainment being manufactured - from television to video games to amusement parks - consumers are actually craving experiences with the real world.

Lowe Roche created television and cinema spots, print, and even a flipbook, using stuffed animals to demonstrate how "un-amazing" the fake world is, and to show how life is more exciting with real beasts. The agency also launched a new tagline for the zoo: "Same planet. Different world."

This year's campaign has been one of the most talked about the Toronto Zoo has ever run. Torontonians who went out of their way to contact the zoo called it "fresh, funny and highly entertaining" and said it "really makes me want to visit the zoo." And, despite one of the hottest summers on record (historically heat has been bad for zoo attendance), the Toronto Zoo exceeded its attendance objectives this year for the critical April through August period.

TELEVISION

Gorilla	Lion
Snake

PRINT

Bear	Gorilla
Kangaroo	Owl
Flipbook