NY is Wild

Wildlife Conservation Society

Creative Director:
Concept, Website Design & Branding

Challenge: New Yorkers are unaware of their close proximity to major wildlife institutions in all 5 boroughs.

To celebrate their 120th year of saving wildlife, WCS wanted to raise awareness of their conservation efforts while driving a new audience to their five NYC parks, including the Bronx Zoo and the NY Aquarium.

Creative Solution:We created "120 Ways #NYisWild," a city-wide social photo safari that invited New Yorkers to explore 120 wild places throughout the parks and around the five boroughs while capturing photos with #NYisWild. The more ways you captured, the more you learned about the animals WCS works to save and the more chances you had to win.

The campaign conisted of a responsive, mobile-friendly website that housed the rules of the game and all 120 ways NY is Wild.

As well as three unique subway ads and placed them on routes that serviced the WCS parks.