BRONX ZOO
DINOSAUR SAFARI
The Bronx Zoo needed to give New Yorkers a new reason to visit during a crowded season for family entertainment. Dinosaur Safari offered an incredible experience, but the campaign needed to make it feel like more than another temporary attraction.
We built the campaign around a simple invitation: Make Your Day Prehistoric.
The idea connected the behaviors of dinosaurs to the personalities, routines, and attitudes of modern New Yorkers. Through film, outdoor advertising, social content, influencer mailers, and borough-specific creative, prehistoric life began showing up throughout the city in ways that felt unexpected, entertaining, and distinctly New York.
Together, the campaign transformed Dinosaur Safari from a seasonal exhibit into a citywide invitation, giving New Yorkers a new reason to visit the Bronx Zoo and make their day a little more prehistoric.
What it is:
Film, Print, Social, OOH
Video
Influencer Activation
The Dinosaur Safari campaign was kicked off by inviting a select few influencers to take a trip back in time for a fun, family filled time amongst dinosaurs. The influencers were sent
wooden cargo boxes with the teaser headline, “IT’S COMING 4.19.19” and the Dinosaur Safari logo stamped on it. Inside each box were dinosaur fossils, a paleontologist kit, stickers, pins and an invite with tickets for the whole family.
OOH
Boogiedown Docu-series
Five part docuseries about the collaboration between genre-creating artists and the Bronx Zoo
Wild Postings
We created Borough specific wild postings in areas that had the highest potential of visitors in NYC.
The Bronx
Manhattan
Brooklyn
Social
Social posts reflected the characteristics of New Yorkers today. Showing that even though dinosaurs live eons before us, there are similarities to animals and humans today.
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