The Toronto Zoo receives high attendance during the summer but sees fewer visitors in the winter. Many families assume the zoo is not worth visiting in colder months. The challenge was to change this perception and show that winter visits offer a different experience for families with little kids.

I created a copy-led out-of-home campaign targeting parents of children ages 5-12. The campaign’s big idea, “Snow much more to see, together,” positions winter visits as a memorable, bonding experience for families.

A series of three billboard campaigns designed to capture attention and encourage families to visit the zoo in winter. With this project, I learned how audience insights and motivations can shape copy and help turn a simple message into a full campaign.