Our goal with this art was to tap into the emotional connection associated with going to the zoo while conveying the show’s premise of giving a behind the scenes look at the inner workings of keeping a zoo open, and also, its context within the most densely populated city of the Bronx.

In looking for a way to express the “look inside” the show offers, we came up with the idea of turning the logo into windows to the zoo’s world. Placing it onto a city map provided the context for its home in the heart of the city.

The client was thrilled with the campaign, especially with how well it integrated into the New York outdoor placements. The use of the city map as its background made it feel like the windows were breaking out of actual maps throughout the city.