Chester Zoo has appointed Cheshire-based agency Ultimate Creative Communications to provide an integrated campaign for the launch of a new and innovative five-year project for the zoo.

Following a competitive pitch, Ultimate successfully secured the project with a unique and creative approach used for the campaign Wildlife Connections’, which promotes the appreciation and conservation of British wildlife both locally and nationally. 

Aiming to inspire the imagination and creativity of the audience, the art direction for this campaign is centred around the creation of delicately cut paper craft scenes. Five fantasy woodland scenes were visualised in total, each depicting a different conservation activity relating to creating wildlife-friendly spaces. With the use of bright and colourful landscapes, this original suite of imagery reflects the personality of Chester Zoo, putting its own distinctive stamp on UK wildlife conservation.

Central to the brief of this campaign was the engagement of the audience to participate in the creation of their own wildlife-friendly spaces. The paper crafted scenes and their immersive design are brought to life through ‘How to’ stop motion animations. The series of five videos use these scenes to depict how to take part in each of the campaign actions, and to illustrate to the audience how best to encourage wildlife into their gardens and local area.

Ultimate’s managing director, Jon Walker, says, “The team here at Ultimate were thrilled to be selected by Chester Zoo to deliver this campaign. We knew that we had to produce a highly original concept in order to have sufficient impact and reach a broad audience, including those not actively engaged with the zoo or wildlife conservation. Creating a campaign that makes people stop and look is one thing, inspiring them to collaborate and participate is another thing altogether. As an agency we are so proud to have delivered a campaign that has the capability to inspire these audiences to act. We look forward to playing our role in wildlife conservation for local wildlife and developing this campaign to make sure it is continues to be a long-term success.”

Additionally, Jennifer Tegg, marketing manager at Chester Zoo, says “The concept presented by Ultimate was very impressive. We feel confident it will help to win the hearts and minds of the people we are trying to reach, benefiting communities and British wildlife for the long-term.”