Copy: “Roar and Snore is a program run at Taronga Zoo where you can spend a night at the zoo’s accommodation. Fall asleep to the sounds of Australia’s most iconic zoo, go on a night safari, feeding and close encounters with real zookeepers, spending a night among the animals in a glamorous, safari-style tent. Refreshments, evening meal and breakfast included. Learn more at Taronga.org.au.”
BRIEF
Client
Taronga Park Zoo
Product
Roar and Snore
Message
Spend a night at the zoo
Media
Print/Posters
Mandatories
(At the base of the layout)
The Taronga Zoo Logo.
Roar and Snore.
URL: taronga.org.au
AIM
To increase visitor numbers
Audience
Families
Proposition
The best sleepover, ever.
Proof
Fun, exciting, yet educational. A night safari, feeding and close encounters with real zookeepers. Spend a night among the animals in a glamorous, safari-style tent. Fall asleep to the sounds of the Zoo. Refreshments, evening meal and breakfast included.
Mood/TONE
Fun, light-hearted
Rationale
This brief required a fun, light-hearted print/poster that was targeted at families as “the best sleepover, ever.” In order to convey this message I wanted to keep it fun by having the kids be inside the kangaroo pouch which is something that all kids imagine - I know I did. But of course these advertisements are targeted to parents (since they’re the ones paying), so my headline “The Ultimate Family Sleepover” is meant to entice the viewers in a straightforward way. The main subject in my creative response is the kangaroo which takes up most of the negative space and is also the arguably most iconic animal in Australia, but the centre of the image would be the kids inside the pouch in order to highlight the idea that you can have fun with animals and stay the night/sleep in the zoo.
