Newsprint Ad

Akron Zoo Campaign

The Akron Zoo asked for an advertising campaign that would increase attendance for special events and exhibits. To answer this need, we developed a concept that piqued viewers' curiosity with animal images that were cropped or partially hidden, and utilized enticing hand-lettered headlines that implied facts about the subject. With this treatment, we encouraged people to take a trip to the zoo to 'get the full picture' – because you can only get the complete experience if you visit. It also pushed an educational angle with factual information about the animals and events, which particularly appeals to their main audience: families with children.

Art directed by Linnea Zimmerman and Eric Jacobs.