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    Zoolights Campaign


    Winter holiday marketing. You can almost hear the jingle bells and smell the cinnamon already. But to really do Zoolights justice—to communicate the mystery and delight of Point Defiance Zoo on a December night illuminated by hundreds of thousands of lights—we needed to avoid the shortcuts.

    What we did embrace was a simple question, “what will you see?” and an iconic design element that invited audiences to experience a personal moment of discovery and make Zoolights their own tradition. The campaign—a huge departure from the event’s past advertising—helped contribute to record-breaking attendance.