The Bronx Zoo: A Different Kind of Animal

As more and more people become fully vaccinated, New Yorkers are starting to come out of hibernation this spring. The Bronx Zoo is amplifying that message through a new campaign that urges people to leave their homes, look away from their screens and set off to reconnect with nature--something the Bronx Zoo has plenty of throughout its 265 acres of hardwood forest. Created by Six+One, the lead creative agency since December 2018, this is the first major campaign under the “Different Kind of Animal” platform (which first debuted Fall 2020). The new work speaks to the reality of screen fatigue and people’s craving for real-life experiences and was born of the insight that as little as 10 minutes in a natural setting can help people feel happier and lessen the effects of mental and physical stress (this, according to new research from Cornell).

The creative includes beautiful photographs of the Bronx Zoo’s animals along with tongue-in-cheek copy about COVID-era life. For example, “A meeting you won’t want to get out of” is displayed above a group of lemurs, while “Close your tabs and open your eyes” is shown next to an owl.

Now that businesses across New York City, its boroughs and the country at large are looking for ways to reengage their customers, the Bronx Zoo wanted its pitch to stand out. The OOH initiative will launch on digital and static billboards across 350 Metro-North stations in Manhattan, Queens, the Bronx and Westchester, and throughout Chelsea Market, Brookfield Place and Grand Central. There will also be a paid digital and social push on channels like Facebook and Instagram, which includes a video campaign.