The Indianapolis Zoo partnered with Borshoff to launch an ambitious campaign for its new International Chimpanzee Complex, a world-class exhibit a decade in the making and set to redefine standards for chimpanzee care. 

Through a combination of qualitative and quantitative research methods with members and non-members of the Indianapolis Zoo we were able to gain insights into their current perceptions and knowledge of chimpanzees and use it to develop our messaging strategy and creative theme. 
 
The creative concept, “Chimpanzees… being Chimpanzees,” sought to transform public perceptions, fostering empathy and curiosity, while highlighting the exhibit’s complexity and scale – promising audiences an unparalleled experience with one of the largest chimpanzee communities in any accredited zoo. 
 
The media strategy included influencer marketing and impactful OOH elements—bus wraps, sky bridge banners, and mall signage—paired with digital and traditional channels like broadcast and streaming audio and video, and targeted digital ads. Bilingual (English and Spanish) messaging also ensured accessibility for diverse audiences across all targeted markets.