Our goal was to attract the attention of kids and adults looking for ways to have a good time at a low price. The Racine Zoo is seen as an entertainment alternative great for a few hours of fun. We wanted our outdoor boards to reflect Wisconsin and its quirks. For the billboards, we featured animals the Racine Zoo showcases while the puns play up the angle of having a few hours of fun for a low price.
We used the Racine Zoo’s colors from the logo, further emphasizing the brand, and adding a distressed look to give a very Wisconsin look and feel.
Keeping the campaign's focus on the Racine Zoo's affordable $5 admission, we'd create fake $5 bill all-weather adhesive stickers that could be placed on sidewalks all over neighboring towns and cities. With the hope that passersby would spot one and go to pick it up thinking it was real, they'd instead be surprised to find out about the zoo. With the right design and shading, the stickers could appear 3D from the ground below. Our messaging would be incorporated in the same style and coloration as real money and the zoo's animals could be featured in place of President Lincoln
Credits
Art Direction: Elizabeth Berg
Copywriting: Lynne Fraser
School: Milwaukee Portfolio School
Copywriting: Lynne Fraser
School: Milwaukee Portfolio School