Every year, the Fort Worth Zoo hosts an immersive educational experience called Summer Zoo Camp. This adventurous program offers campers—from kindergarten to high school—a variety of unique summer camp options. Coming off the heels of the pandemic, families in North Texas were thrilled to give their children a chance to learn, play and make new friends in a safe, outdoor environment. And the Fort Worth Zoo was ready to provide the perfect space to experience wildlife up close.
Proud to create a fresh and original concept once again for this annual event—we infused into it, the world’s collective excitement for getting back to normal with those we love most. Leaning into a familiar and revered summer tradition, we concepted an enticing summer blockbuster theme, successfully casting a wide net on a wide-ranging audience.
Summer Zoo Camp is a truly one-of-a-kind program where campers of all ages can safely explore and expand their knowledge of wildlife conservation. All while discovering new friendships and finding ample opportunities to grow their imagination. We recognized the importance and the potential impact of this educational program for young explorers, so we set out to create messaging that would attract the true decision makers in the home—moms. Every year, the Zoo creates themes that drive the conceptual direction of the creative. Inspired by this year’s movie theme and the posters theaters use to promote films, we featured Summer Zoo Camp and a star-studded cast of camp experiences.
Choosing to incorporate bright, flying flamingos in our messaging allowed us to easily showcase one of the Zoo’s favorite characters to catch people’s attention immediately. Our digital advertisements performed exceptionally well—as this medium allowed the static flamingos to animate and fly across the screens of thousands of North Texans. By the time the credits rolled, Summer Zoo Camp had nearly sold out, successfully achieving summer blockbuster status.