The Zurich Zoo is moulting
Lesch + Frei brings the Zurich Zoo's mission to life in its new advertising campaign
Lesch + Frei translates the Zurich Zoo's self-image into new advertisingThe Zurich Zoo continues to take species-appropriate animal husbandry seriously: on March 13, 2001, the virtual ground-breaking ceremony for the construction of a 10,000 square meter tropical forest facility took place in the zoo restaurant Siesta: the Masoala Hall. The facility, named after the Madagascan peninsula of Masoala, will recreate the lowland rainforest that prevails there, which is home to one of the most species-rich flora and fauna on earth.The ecosystem hall, which is around 100 meters long and up to 30 meters high, is set to cost 46 million Swiss francs and will be the new home of exotic animal species such as lemurs, makis, geckos, chameleons and various bird species from the end of June 2003. The gigantic biotope will then be Zurich's largest building. With the Madagascar Hall, Zurich Zoo, which runs a tree nursery in Madagascar, wants to encourage people to save the rainforests.
The zoo takes its great responsibility for animals seriously
As with the bear enclosure and participation in breeding and reintroduction programs, this ambitious large-scale project also follows the guiding principle "We care today for the lives of animals in the world of tomorrow." The same idea is now also being isolated in a new presentation by the agency Lesch + Frei, Zurich, which has been providing the zoo with advertising support since 1993. "Zurich Zoo has taken such a big step that it became necessary to adapt the communication to this development," says Creative Director Thomas Lüber.
The Zoo 2020 plan envisages a 200 percent expansion of the facility. More and more animals will be kept in species-appropriate conditions instead of being locked in cages that are far too small and put on display.
While the previous advertising promoted Zurich Zoo as a destination for excursions and recreation, the new campaign presents it as a place where visitors can learn a lot about the behavior of various animals because they can now observe them in their natural environment, so to speak.
The poster motifs are sealed by the claim: "Those who know animals will protect animals."
Ernst Weber
The zoo takes its great responsibility for animals seriously
As with the bear enclosure and participation in breeding and reintroduction programs, this ambitious large-scale project also follows the guiding principle "We care today for the lives of animals in the world of tomorrow." The same idea is now also being isolated in a new presentation by the agency Lesch + Frei, Zurich, which has been providing the zoo with advertising support since 1993. "Zurich Zoo has taken such a big step that it became necessary to adapt the communication to this development," says Creative Director Thomas Lüber.
The Zoo 2020 plan envisages a 200 percent expansion of the facility. More and more animals will be kept in species-appropriate conditions instead of being locked in cages that are far too small and put on display.
While the previous advertising promoted Zurich Zoo as a destination for excursions and recreation, the new campaign presents it as a place where visitors can learn a lot about the behavior of various animals because they can now observe them in their natural environment, so to speak.
The poster motifs are sealed by the claim: "Those who know animals will protect animals."
Ernst Weber
