The appeal of dinosaurs is that they’re like monsters from kids’ nightmares, but because they’re extinct, they don’t pose any real threat. Thus, they’re scary, fascinating, but ultimately harmless.
Brand Strategy: Once kids get to the Birmingham Zoo and discover all the exotic creatures they can observe and interact with, they’ll be hooked. But enticing them to visit by offering a dinosaur exhibit is an easy way to lure them all in.
Creative Idea: With no money for production, Intermark used a “less is more approach” in this campaign for the zoo. It creates large production values through a theater-of-the-mind approach as consumers only hear the dinosaurs coming, creating an enticing mystery about just what’s going down at the zoo.