Our objective in producing this video was to share the importance of the Zoo and reframe the way the brand is experienced, understood and appreciated. With a recent emergence of a new brand message, “The Zoo Changes You,” we wanted to not only talk about the Zoo’s transformative quality, we wanted to actually show it. We wanted to share how spending time at Philadelphia Zoo will change the way you see, enjoy, and value life. In essence, the message was clear: The Zoo showcases how diverse and beautiful our world is and offers a refreshed perspective and a new appreciation for one another, wildlife, and the world we all share.
Our big idea was to position the Zoo as a unique destination that changes a visitor at their very core. By highlighting how rich and varied life on earth really is, and our place within it, the Zoo helps to restore a sense of wonder and appreciation that is lost in our everyday lives. So a visit to Philadelphia Zoo is an experience that will change the way you see, enjoy and appreciate the world. By taking guests out of their scheduled, screen-focused routine, the Zoo shifts perspectives so you walk away with a refreshed appreciation for the world’s life and for one another. In other words, The Zoo Changes You.
We chose to show just how the Zoo has truly changed a person to his core, by sharing the true story of a young boy, Michael Stern, who connected with the animals at the Zoo growing up and was then inspired to embark on a career focused on impacting our planet and communities around the globe. And then, in a ‘full circle’ kind of way, Michael returns to Philadelphia to serve as the curator of primates at the Zoo where his passion was first ignited.
Debuting at the Zoo’s annual Global Conservation Gala and then via customized emails and on the Zoo’s digital platforms, the “Zoo Changes You” film has enjoyed an overwhelmingly positive response. Not only has the organization benefitted financially from contributed support, but the Zoo has also engaged a new, untapped volunteer and donor base due to the telling of this story.
Through the use of this short film medium, the Zoo’s objectives were achieved and as a result, we are developing ideas for a diverse suite of additional stories to inspire, delight, and remind us that we have the ability to protect and care for the planet we all call home.
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