The ZOOMOJI campaign addresses the increasing amount of time people spend staring into their smart phone screens. By juxtaposing real life environments against digital representations of wild animals, the campaign encourages the spectator to put his/her digital device away and go see the originals at the zoo instead.

Rather than using animal Emojis to express emotions online, people are advised to experience real emotions by taking in what nature has to offer in reality.

The message is placed in two chat bubbles and points the viewer directly to the sender: the Cologne Zoo. The reference to ticket prices is an unmistakable hint as to what to do next: pay a visit to the zoo.

Cologne Zoo is one of the oldest and most prestigious zoos in Europe, including the biggest elephant park north of the Alps, a huge aquarium (including all sorts of reptiles) and vast monkey and primate enclosures.