Boost visits to the Toronto Zoo during cold months of the year.

The Ask:

When the temperature drops, we slip into hibernation mode. But the animals at the zoo come alive.

The Insight:

Tied with incentive, we show Torontonians the zoo gets wild in the winter..

The solution:

Credit: Art Directors: Ro, & Dalya Rahman Copywriters: Zimo An & Peter Philips

The Big Idea:

Go Sub-Zero Wild

with Toronto Zoo.

OOH: Outdoor Billboards

Installed in local parks and high-traffic commuter areas, encouraging people to embrace the cold like the animals do.

Billboard showing white wolves in snow with text about winter and Toronto Zoo
Billboard advertising Toronto Zoo's winter wildlife exhibit with images of four tigers in the snow.
Billboard advertisement for Toronto Zoo featuring a polar bear cub playing in the snow, with the text 'You're Freezing. He's Vibing.' and the zoo's logo.

Toronto’s live weather broadcast becomes a dynamic media placement, turning every degree below zero into a dollar off zoo admission.

Live OOH 

People watching TV displaying a weather forecast and advertisement for Toronto Zoo with a promotion for discounted admission.
Digital display at Toronto transit station showing weather forecast, advertisements for Toronto Zoo with a polar bear and cubs, and noted temperatures of -5°C, wind at -11°C, and forecasted weather conditions.
Two women in conversation in a modern office space with large windows. A laptop on a table displays an advertisement about Toronto Zoo with a wildlife image and a weather widget.

Short-form reels celebrating how our animals truly come alive when the snow falls.

Social Media: Zero BTS 

Outdoor promotional setup for the Toronto Zoo featuring a sub-zero experience with images of a polar bear, tiger, lion, wolf, and drinks themed around cold weather. People are gathered around the exhibit, which has icy decorations and informational signs.

Summer Activation: Sub-Zero Portal

Escape the sweltering city heat at the Sub-Zero Portal in the heart of Dundas Square. Cool down with an ice-cold drink, snag exclusive summer-edition Sub-Zero gear, and snap a chilling photo with our winter warriors. Plus, beat the rush and score exclusive pre-sale tickets to experience the real Sub-Zero Wild this winter. Chill out and pre-book your wild winter escape today!

Winter Activation: Celebrate the Celsius 

Ice skating rink at Toronto Zoo with large illuminated sign reading 'TORONTO EXPERIENCE THE SUB-ZERO WILD AT TORONTO ZOO'. People and children in winter clothing skating and taking photos. Mascots dressed as polar bear, wolf, snow leopard, and tiger on ice. City skyscrapers in background at dusk.

Join the ultimate Sub-Zero experience at Nathan Phillips Square. Watch active winter animals project across the TORONTO city sign and glide alongside majestic figure skaters in full character costumes. Brave the chill at the Sub-Zero Station for hot drinks, snag limited-edition Toronto Zoo merch, and score exclusive pre-sale tickets to experience the real winter warriors.