Students were assigned the task of creating three out-of-home advertisements for a product, company, or a non-profit organization while focusing on a specific target audience. My organization was the Philadelphia Zoo, with my target market being children and their parents. My professor urged me to take on the challenge of raising winter attendance at the zoo.
I began the creative process with research, thumbnailing, then creative exploration through different mediums.
I found through research that most people do not realize about zoos is that animals are often more active during the winter time, so it is a prime opportunity to view the animals. With this in mind, I moved forward with concepting.
Coldilocks is the Philadelphia Zoo's polar bear. Playing off of the classic children's tale of Goldilocks and the Three Bears, I decided to twist this classic narrative with Coldilocks as our star. I illustrated Coldilocks with bright colors to draw the viewer's eye in and watercolor washes reminiscent of children's story books. I curated whimsical typography that shows Coldilocks' playful personality and voice.
With bold illustrations and whimsical copy, the story of Coldilocks is shown. These advertisements that tell the simple story that the winter season is the perfect time to attend the Philadelphia Zoo.