To communicate the Night Tours offering, Joburg Zoo and Y&R South Africa set out to explore a highly impactful and interactive way to maximise awareness and to encourage visitors to book a night tour. The resulting campaign, titled ‘Night Tour Shadows’, made use of bespoke foldable designs cut into posters with a call to action to shine a smartphone torch from below the folds. An installation was created at the Joburg Zoo, and schools, community centres and influencers were also targeted to interact with the posters.
“Our objective was to create a campaign that would impart a sense of discovery through design,” explains Rui Alves, Executive Creative Director at Y&R South Africa’s Johannesburg office. “When the light hits the posters, it reveals some of the nocturnal animals you will encounter during a Night Tour: the lion, the red panda, the eagle owl, and the wild dog. These animals are much more active and playful at night.”
Watch the magic unfold here.
Y&R South Africa Team Credits:
Executive Creative Director: Rui Alves
Creative Director: Bibi Lötter/Jacques Shalom
Agency Art Director: Jac Sun/Francois Botes/Leon Curling-Hope
Copywriter: Jason Murison
Designer: Jac Sun/Francois Botes
Typographer: Francois Botes
Illustrator: Francois Botes
Agency Producer: Sonja Reichwein
Production Company: Burley Boys
Executive Producer: Daryl Burley
Editor: Hofmeyer Smit
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Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.