Stingray Beach, the latest exhibit at Omaha’s Henry Doorly Zoo and Aquarium, was opening in the summer of 2014. It would feature a large touch tank where visitors could actually pet and feed the stingrays. The Zoo wanted to promote Stingray Beach while also driving annual membership purchases as a whole.
Since the main draw to the exhibit is being able to touch the stingrays — an animal very few people get to touch — we wanted to focus on that experience. Ultimately we landed on a series of large, kooky descriptors suggesting what a stringray might feel like and a call to action inviting the viewer to discover it for themselves.
The Zoo was on board with this concept from the beginning and we had fun coming up with the various descriptors. Also, the exhibit was in construction at the time, so they appreciated that we were able to have an attention-grabbing campaign that wasn't dependent on photos.