November 5, 2015
4:45 pm

Boo at the Zoo scares up record attendance.

A mouse becomes an elephant. A giraffe becomes a tiger. Lewis’ vibrant, playful Boo at the Zoo campaign for Nashville Zoo seeks to bring out the kid in animals of all stripes.

Operating on the assumption that all creatures — great and small — love dressing up for Halloween, Lewis Communications recently developed a campaign to promote Nashville Zoo’s annual Boo at the Zoo event featuring animals donning vivid, colorful masks.

That speculation paid off. Wildly. The campaign raised admission for Boo at the Zoo more than 46% above projections in the first weekend alone, and maintained record attendance for the rest of the month. The creative team — led by creative director Robert Froedge and associate creative director Laura Powers — developed print, outdoor and digital executions to introduce this yearly tradition to visitors and recent transplants to Nashville.

“Boo at the Zoo is for kids, so we couldn’t be too scary. By using retro mask designs, we were able be playful without being frightening.” — Robert Froedge

“Boo at the Zoo really is for kids,” says Robert Froedge,“So we couldn’t be too scary. By using retro, Ben Cooper-esque mask designs, we were able to be playful without being frightening.”

Lewis has previously worked with Nashville Zoo on projects ranging from donor campaigns to a birth announcement for a baby kangaroo.

“Nashville Zoo isn’t something you do just once. You can go over and over and discover something completely new each time,” says associate creative director Laura Powers. “We like to remind people of that in ways that catch them off-guard and capture their imagination.”