Manchester’s Edit_ has developed the name, identity and brand for the Wild Worlds campaign at Chester Zoo.
The integrated campaign premiered yesterday ahead of the launch of the Zoo’s first summer festival, which will see the venue transformed by art, performance and installations.
Wild Worlds celebrates the relationship between nature and science through previously unseen new worlds, extraordinary spaces, specially commissioned creations and new artistic collaborations.
Edit_ focused on the unique mix of art and wildlife to develop the concept ‘let your imagination roam wild.’ Working in collaboration with acclaimed paper artist Helen Musselwhite and Motion Design Agency Mighty Giant, Edit_ created a set of animated three dimensional, layered paper worlds.
Karen Hughes, creative director at Edit_ , said: “The amazing thing about this project was that the daunting blank sheet of paper we all start with ultimately became the inspiration for the creative solution. With just this one simple material, we wanted to capture the immersive spirit of the Wild Worlds concept and communicate the depth and many layers of this one of a kind festival.”
Caroline Sanger-Davies, Director of Marketing at Chester Zoo, added: “This is a festival that’s uniquely Chester Zoo. We’re collaborating with artists, performers, landscape designers, gardeners and scientists and so the campaign needed to reflect all of these elements as well as the creativity that will be on display throughout the summer.
“Edit_ and their collaborators really brought Wild Worlds to life and gave us a campaign concept to remember.”
The campaign consists of two 20-second TVCs which will be aired across ITV, Channel 4, Sky Kids and YouTube throughout the duration of the summer, along with accompanying print and digital ads.
