Different sections of the underpass were made to depict the Jurong Bird Park, the Night Safari and Singapore Zoo.
The three different segments showcase the unique elements of the wildlife in each park.
The section on the zoo aims to bring the lush rainforests with glimpses of animals to the heart of Orchard Road, while the other segment on the bird park reflects the vibrant plumage of birds while the Night Safari component creates a sense of mystery.
The three different segments showcase the unique elements of the wildlife in each park.
The section on the zoo aims to bring the lush rainforests with glimpses of animals to the heart of Orchard Road, while the other segment on the bird park reflects the vibrant plumage of birds while the Night Safari component creates a sense of mystery.
Conceptualised by Grey Singapore, the creative targets the masses, both locals and tourists. WRS hopes the campaign will build awareness and drive recall during the year-end holidays and entice them to visit.
According to Isabel Cheng, director of sales, marketing and communications at Wildlife Reserves Singapore, the campaign was launched at the underpass due to the high traffic of shoppers and passer-bys.
The campaign was booked by ZenithOptimedia and will run through to January next year. Above ground, a series of bus stop shelter ads are running to promote the Jurong Bird Park.
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Credits:
Project Wildlife Encounter
Client Wildlife Reserves Singapore
Creative agency Grey Group, Singapore
Creative directors Justin Lim, Koh Hwee Peng
Art directors Elsa Peck, Joseph Chan
Copywriter Jody Yeoh
Account servicing Veronica EJ Khoo
Media agency ZenithOptimedia
Media planner Crystal Lim
Exposure Outdoor
