Art Director : Dilini Nirasha
Insight
People hate the Zoo because the outdated perception that animals are trapped in cages & not treated well.
Idea
Life at Toronto Zoo, through their (animal) eyes
Execution
Create individual posters showcasing an endangeredanimal that lives at the Toronto Zoo (The names identifying the animals are their actual names). There will be a unique QR Code on each of the posters/OOH. When the QR code is scanned it will lead to microsite where there’s a live stream from the point of view of the animal (This is done by setting up small video cameras on each animal.)With this method the viewers gets direct access tosee how much the Toronto Zoo is involved in protecting these species & how well they are treated.
Process
Step 1 - Posters/ Out of home showcasing individual endangered species with a QR code
Step 2 - Scan QR code
Step 3 - The scan would lead to TorontoZoo microsite which shows an intro about the animal &
a live stream video
Step 4 - The live stream video is captured by a go pro/ video camera set up on the individual animal.
Step 5 - The live stream would show the life of the animal in the Toronto Zoo
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