The Challenge
When the temperature drops, we go into hibernation mode.
The zoo is empty. The vibe is low.
The zoo is empty. The vibe is low.
The Solution
What people don’t realize: many animals actually come alive in the cold.
Winter is the wildest season at the Toronto Zoo.
Winter is the wildest season at the Toronto Zoo.
The Big Idea- Go Sub-Zero Wild
Phase 1
OOH- Billboards
Digital OOH- The Weather Network
Toronto Zoo places ads on The Weather Network, using live weather forecasts as a creative trigger. As temperatures drop, the ads remind people that winter animals are at their most active, making cold days the perfect time to visit.
The ad appears across The Weather Network's screens in transit stations, malls, office buildings, and homes, turning winter weather updates into invitations to the zoo.
Social Posts
Winter Discount Program
Every degree below 0°C = $1 off.
The colder it gets, the cheaper it is to visit.
It gives people the perfect reason to visit the zoo during the coldest months.
The Toronto Zoo Experience App
The app builds buzz and invites visitors to dive in before their visit, unlocking the adventure that awaits.
Phase 2: Activation
The Sub- Zero Station at Toronto City Hall
This November, the Toronto Zoo brings a Sub-Zero Station to downtown Toronto. Skate for free, take photos with costumed animals, grab fun merch, and score discounted early-bird tickets.
Get ready to celebrate winter with the animals!
Phase 3- PR Stunt
The Sub-Zero Portal
Place a giant freezer-like portal in Yonge-Dundas Square during the hottest summer days.
When people step inside, they instantly experience sub-zero temperatures, winter sounds, and visuals of arctic animals. Screens show animals at the Toronto Zoo thriving in winter.
On the way out, visitors can grab discounted winter tickets.
