The zoo is a place for men and women, adults and children, families and couples, and people on their own. Zoos across Japan have seen a gradual decline in attendance since their heyday, especially smaller facilities located outside of the major metropolitan areas that lack the financial resources to procure rare animals and create flashy attractions. Our communications objective was to reframe “the zoo” as an amusement destination that is relevant to young people today – not an old-fashioned relic of yesteryear – so it was necessary to take an original and unexpected approach, and to do so on a shoestring budget.

The execution was as simple as it was unique, and resonated with the entire spectrum of zoo visitors – and, more importantly, with young people who were not zoo-goers. Leveraging the natural instincts of the animals captured people’s imagination and gave them a taste of what the zoo has to offer.

The integrated campaign also involved posters, flyers, a press campaign and an exhibition of the jeans.

MM 13/04

A press release was dispatched inviting the media to a press conference and launch event held at the zoo.

The journalists and event attendees were treated to an impressive demonstration by lions and tigers, gnawing and clawing at their denim-wrapped playthings.

A high quality “making of” video was released on YouTube, and embedded in the Zoo Jeans website, which also went live on the day of the launch event.

A Facebook page was created and filled with more behind-the-scenes images, captioned in Japanese and English.

Three pairs of Zoo Jeans were sold at Japan’s most popular online auction.