Challenge

While the Toronto Zoo has significant attendance and sales in the summer months, attendance dramatically drops in the winter months. The Toronto Zoo wants to change perceptions of winter visits and reframe itself as a spot worth visiting all year long, while targeting local families.

Approach

My idea centred on a simple human truth: that kids don’t feel the seasonal slump; they feel the same joy, restlessness, and curiosity no matter the weather. I tailored my copy to personify parents when talking to their kids in the winter months.

Outcome

I created a three-part out-of-home ad series, tailored to millennial parents with multiple kids. The ads have a humorous, real-life tone, and position the Toronto Zoo as the perfect escape from the stuffy indoors, reframing winter visits as a fun, needed alternative to repetitive indoor activities.