Boogie Down at the Bronx Zoo

We came to the Bronx Zoo with the idea for a spring event called Boogie Down at the Bronx Zoo, a celebration of the legendary culture and wildlife of the Bronx. They loved it, and Boogie Down at the Bronx Zoo was born. We promoted the event with an extensive campaign that paid tribute to the remarkable era in Bronx history that gave birth to hip hop music, breakdancing, and graffiti art.
**Recognition**: NY Daily News

Challenge

The zoo was struggling to attract repeat visitors. We needed to give people a reason to visit again.

Goal

Conceptualize and draw awareness for the zoo’s new event, Boogie Down at the Bronx Zoo, a celebration of everything that makes the Bronx the one and only Boogie Down Borough.

Strategy

To announce the event we featured legendary artists speaking about their favorite zoo memories as they rode up to the zoo in style. Collaborating closely with the zoo’s in-house creative team, we created an integrated campaign that included a social content video series, a Union Square Domination featuring commissioned graffiti art and even driving the eye-catching cab around Manhattan as a mobile billboard. Resulting in a 9% YOY increase in sales.