Zoo Atlanta Campaign
During my summer internship at the Dalton Agency, the intern team was tasked with developing a mock reopening campaign in response to COVID-19. As the creative intern I created all of the graphic materials including advertisements, social media posts, promotional materials, and digital experiences. As a team we needed to figure out how to encourage guests to come back to the park despite fears about safety or anger about new safety precautions.
Strategy
Raise awareness for the safe and exciting reopening of Zoo Atlanta by emphasizing personal connection with the animals, promoting membership, and fostering appreciation for wildlife conservation.
Core Message
The day has come! The animals have been waiting and it is finally time to open the doors back up again.
Creative Development
Color & Typography
Advertisements
Reimagined Passport to Adventure
In the Reimagined Passport to Adventure, the refreshed experience replaces Zoo Atlanta’s current physical passport book and transforms it into a digital experience that complies with COVID-19 safety measures. It encourages conservation efforts while working as a guide through the park’s new COVID safe traffic flow. Guests with access to the experience collect virtual stamps as they visit the different habitats in exchange for a digital prize at the end.
Partial Prototype
User Flow
Other Creative Deliverables
Face Masks
Creative direction was developed in response to the polarization of masks. Playful animal mouths allow guest to focus on becoming one with the animals rather than wearing a mask out of necessity.
The masks highlight the different animal personalities at the zoo which tackles the core strategy of creating a personal connection with the animals.
Zoom Backgrounds
Great way to engage with people on social media & promote the zoo ahead of reopening through user generated content.
Incorporates speech bubble element in order to give the animals personality and connect with the audience.
Social Media Posts
Example from a series of Instagram story posts leading up the reopening of the zoo.
Graphic of animal wearing mask encourages guests to wear masks themselves.