The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

July 16, 2013 | 2 min read

Chester Zoo has unveiled its 2013 summer campaign, developed by True North.

The Manchester-based agency was appointed in February of this year to design creative for the campaign, which includes a TV commercial, press, digital and outdoor advertising, as well as on-site environmental graphics, wayfinding and retail POS.

As the exhibition features a selection custom-built mind-bogglingly big bugs, including a 30-foot Mexican Redknee Tarantula and a 12-foot Blue-eyed Darner Dragonfly, True North briefed illustrator Simon Henshaw to design a set of illustrations aimed at creating a sense of scale and wonder.

Senior designer at True North, Sarah Dutton commented: “The challenge of this brief was to create an exciting campaign without showing the actual bugs as they were still in production at the time. A series of hand drawn, watercolour illustrations were used alongside fun, friendly copywriting, helping to avoid the 'fear factor' and create a sense of wonder and excitement for the family audience.”

Post production house 422 worked with True North to create the 20” TV spot, written by copywriter Dave Forster and voiced by Coronation Street’s Ian Puleston-Davies (Owen Armstrong).

Code Computerlove has also brought the Zoo’s website to life with bugs to promote the exhibition which runs until 3 November 2013.

Chester Zoo

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