McKim was excited to be engaged to launch the long-anticipated Journey to Churchill exhibit – the centrepiece of the Assiniboine Park Zoo and the City of Winnipeg. An engaging campaign was required to encourage Manitobans to visit their old friend, the zoo and park, both of which had undergone a major redevelopment. The agency developed a five-week teaser campaign to generate buzz about the exhibit. And following the opening, the focus was put on the stars of the exhibit – polar bears, seals and muskoxen. Visuals of the animals were paired with an invitation to capture these one-of-a-kind experiences up close. Executions included outdoor, web, print, digital, transit shelter wraps, and elevator interiors in buildings in downtown Winnipeg.
Pre-Launch
Superboards
Billboards
Launch
Superboards
Billboards
Photo Credit: Thomas Fricke
Elevator wraps
Transit shelter wraps
