Rainger & Rolfe has taken a few pages out of the Dr Seuss canon for a new campaign for Auckland Zoo.
Featuring vibrant illustrations and a mandatory dose of rhyming, the campaign has been designed to draw attention to the Auckland Zoo school holidays programme.
“Creatively the task was to bring it to life,” says Ant Rainger, managing partner at Rainger & Rolfe. “Inspired by Dr Seuss we developed a bold, beautiful and poetic expression of spots and stripes. With great humour throughout, of course, which is really important when talking to kids. And yes, the feedback has been fantastic”.
The campaign has been executed through a series of outdoor ads as well as a digital video posted to social channels.
Phil McGowan, the head of visitor experiences at Auckland Zoo, says that the spots and stripes theme of the campaign was chosen because of the interest children often have in the appearance of different animals.
“Kids are especially intrigued by animal markings and we are often asked why some have spots while others have stripes," McGowan says. "Which of course is all about protection in the wild and adaptation to their environment. But there’s a lot more to it than that.”
McGowan says the zoo fulfils an important role in terms of helping to educate students about wildlife.
“Schools want us to help them advance knowledge and learnings of individual animals, their behaviours, their personalities and their origins," he says. Our spots and stripes programme talks to exactly that”.
The Auckland Zoo Spots and Stripes September School Holidays activity will run until 15 October.
Client: Auckland Zoo
Agency: Rainger & Rolfe