Creatively, we used existing assets to highlight the stars of the exhibit: the live animals. These animals included sloths, hedgehogs, snakes, spiders, and more—all of whom survive in fascinating ways despite their lack of speed. Playful messaging invited people to literally come and meet these amazing creatures.

From a media standpoint, Anderson utilized high-impact opportunities to reach audiences and create awareness through the frequency of messaging and a variety of channels, thus making the biggest splash possible. Based on the available budget, ANDERSON recommended running the campaign during the full five months of the exhibition,with strategic increases in ad spend when children were out of school for spring or summer break.