The Cool Side
Educate and highlight the 'cool' side of animals to encourage audiences to visit the zoo during the winter.
While many people are aware of animals' general adaptations to winter, such as hibernation or storing food, many animals and birds exhibit fascinating and often unique behaviors and physical changes to survive the cold.
Our idea is simple: educate and highlight this ‘cool’ side of animals using the anaglyph effect, focusing on how they adapt to winters.
Captivating teaser ads will be displayed throughout the GTA area, with a translucent blue screen in front of it. When viewed through the blue screen, an interesting fact about the animal's winter adaptation will be revealed. Scanning the QR code will unlock exclusive winter offers.
Visitors will be given a pair of translucent blue glasses for free at the zoo. Signs about each animal and their adaptation to winter will be placed across the zoo which can be seen through the cool glasses.
Targeted Ads on Instagram, when swiped, will reveal interesting facts about the adaptation of animals in winter along with a CTA for exciting winter offers.
The magazine ads will have a translucent blue paper which will reveal the fact.
‘The cool side of (animal name)’, an educational series of episodes by Toronto Zoo will feature more such interesting winter facts and demonstrations on YouTube.
Visitors can proudly buy limited edition merch at the zoo and show off that they were in the coolest place in winter!
