When the Fort Worth Zoo decided to update their brand messaging for 2013, Schaefer decided to pick up where our last campaign left off – clean, uncluttered imagery that kept the animals as the stars of the show.
We saw this new campaign as an opportunity to communicate the experiential and entertainment value the Zoo offers by reminding the people of Fort Worth and surrounding areas of their wilder neighbors. We did this by trying to keep animals as close to actual size as possible throughout the varying media.
We kept backgrounds simple to further call attention to the animals as they cropped up around their “natural habitat” of Fort Worth.
Our approach led us to the headline: Real. Fun. On the one hand, it’s self explanatory, but it’s also a subtle comparison to movies, video games and other virtual forms of entertainment.