Bronx Zoo -
What Are You Gonna Be for Boo at the Zoo?
To give people a feeling of anticipation for the Bronx Zoo's annual Halloween event, Boo At The Zoo, we conjured up Flamingo Girl. A precocious, strong-willed, seven-year-old who was so excited for Boo At The Zoo that she’s already in costume.
Featured on: Ads of the World
Nominated: Shorty Awards, Webby Awards honoree
Challenge
Boo at the Zoo had been a tradition for years, but attendance was dropping.
Goal
We needed to drive attendance and attract a new audience.
Strategy
We created a campaign that added a unique twist to the familiar question, “What are you going to be for Halloween?” We also created the zoo’s first-ever experiential pop-up space, appealing to the younger influencer audience. Attendance increased 13% compared to the previous year and the Bronx Zoo saw a 20% increase in total revenue — the highest in over six years.
Videos
Print and Digital
Subway Digital Kiosk
Making the Flamingo Girl Costume
This shoot was also my debut as a costume designer. I created the flamingo head and feet from scratch and sourced all the fabric and materials. It took 6 flamingo heads and countless hours to get the Flamingo Girl's costume just right!
