Six+One

Bronx Zoo

REINVENT THE BRAND

AN NYC ICON ROARS BACK TO LIFE

A Little Background

The Bronx Zoo is a New York City institution that has been around for 125 years. It’s always in the back of the minds of young New York families, but over the years, the Zoo’s image had faded.

The Mission

Our goal was to modernize the Bronx Zoo’s brand while staying true to its roots—bringing more visitors, increasing revenue, and positioning it as a must-visit destination in the Bronx and beyond. We needed to create a brand that felt uniquely Bronx and uniquely Bronx Zoo.

By the numbers

103+

campaigns

ad revenue

242%

increase in ROI

Insight

The Bronx Zoo is more than just a zoo; it offers an experience that captures the energy, spirit, and unique character of New York City. By embracing this authenticity, we developed a new brand platform that distinguishes the zoo from others, modernizing its legacy with the fresh tagline, “A Different Kind of Animal.”

Art Direction

We used bold but earthly tones, indicative of the array of exotic animals on display. The photography captured genuine, intimate moments with the animals that engage viewers. This, in combination with short, punchy headlines, reminded New Yorkers that the Bronx Zoo is always where memories are made.

Our spot for the Children’s Zoo celebrated the educational power of play for children (both human and animal).
Our Madagascar video focused on the tactile experience of the exhibit, showing how touch creates deeper mystery and wonder.
For African Plains, we zoomed out to show the expansive scale of the outdoor exhibit - which acts like a walking safari among incredible wildlife.

Our spot for the Children’s Zoo celebrated the educational power of play for children (both human and animal).

Our Madagascar video focused on the tactile experience of the exhibit, showing how touch creates deeper mystery and wonder.

For African Plains, we zoomed out to show the expansive scale of the outdoor exhibit - which acts like a walking safari among incredible wildlife.

Our spot for the Children’s Zoo celebrated the educational power of play for children (both human and animal).

Our Madagascar video focused on the tactile experience of the exhibit, showing how touch creates deeper mystery and wonder.

For African Plains, we zoomed out to show the expansive scale of the outdoor exhibit - which acts like a walking safari among incredible wildlife.

Post-Pandemic Push

During the pandemic, we reinvented engagement by connecting people with wildlife through Virtual Wild Encounters and facilitating interactive digital experiences with zookeepers for families.

As we emerged from the pandemic, we focused on both reinvention and expansion. Our goal was not just to help the zoo recover, but also to foster growth through our "Spring to Life" campaign, a comprehensive 360° marketing initiative that included TV, out-of-home (OOH) advertising, print, digital media, social media, influencer activations, and production efforts.

By embracing change and leveraging the unique qualities of the Bronx Zoo, we didn’t just promote a zoo—we built a movement.

Celebrating 125 Years

In 2024, we launched "Unforgettable Lives Here"—celebrating the 125 years of the Bronx Zoo as a place where awe-inspiring moments happen every day. Through emotive storytelling, we captured the zoo’s legacy through the eyes of generations—kids seeing lions for the first time, longtime members cherishing favorite memories—reinforcing its deep emotional impact. More than an anniversary, this campaign reminded New Yorkers why the Bronx Zoo is woven into the city’s fabric, creating life-affirming connections and unforgettable experiences that last a lifetime.

A Record-Breaking Partnership

For six years, we were proud to serve as the Bronx Zoo’s Agency of Record—the longest-running agency partnership in its 125-year history. Together, we helped the zoo evolve, grow, and connect with audiences like never before, ensuring its legacy continues for the next century and beyond.

Over 6 years, we’ve made a huge impact: