Last month, the Bronx Zoo appointed DiMassimo Goldstein as its agency of record, following a review which pitted the independent New York agency against five other agencies.
Now, DiMassimo Goldstein has launched its first campaign for the largest metropolitan zoo in the country, promoting its Boo at the Zoo event occurring weekends in October through the 29th. A series of social videos, digital outdoor and radio ads star Flamingo Girl, who has one question for New York: What are you gonna be for Boo at the Zoo? (She’s a flamingo.)
The campaign will also include a print component featuring cut-out masks readers can turn to for a quick costume. Metro paper representatives will hand out newspapers featuring the ad in costume as an added campaign element.
“We wanted people to imagine themselves at Boo at The Zoo,”DiMassimo Goldstein chief creative officer Tom Christmann said in a statement. “We wanted them to plan ahead. We noticed that Halloween costume shops open earlier and earlier every year. The campaign forces people to consider our event before they even know they’re considering it.”
“We wanted everything we did to be an action, not an ad,” he added. “Our art director, Katie Renfroe, even made the flamingo outfit herself. I may have her make one for me. But it will have to be much bigger.”