Can you find the polar bear?

Not only do I love animals but I love fun advertising. Especially advertising that's educational. I found this campaign for the Toronto Zoo on adsoftheworld . The campaign is emphasizing the polar bears and how they blend in with their environment. They have black skin and their fur is made of clear hollow tubes. They only look white because of the way their fur reflects the sunlight. Anyway, the campaign is saying "come to the Toronto Zoo and try to find the hidden polar bears". The whole campaign is some sort of game (geared more toward kids). Below is an example of a coloring/activity book which explains that polar bears blend in with their environments.

This book is completely white and comes with a selecti

on of crayons (Arctic white, Frost white, and Snowball white). This emphasized the fact that polar bears are white. Some of the activities in the book are "The polar bear is juggling snowballs, can you count them?" and "The polar bear is catching snowflakes. Circle them". The only thing is, you can't do these activities because the entire page is white and you can't see the polar bear or the snow. The book is filled with activities like this that you can't actually do and it makes you want to go to the zoo to actually see a polar bear. Another part of the campaign is a puzzle (shown below).

This is a similar concept as the previous one but instead of an activity book, it's a puzzle. The entire puzzle is white with the exception of the black polar bear eyes and noses. Obviously, this puzzle would be difficult to complete since most of the pieces are just white. On the container that the puzzle comes in it tells some facts about the polar bears and how they blend in with the environment. Again, the campaign is making you want to go to the zoo to see these polar bears since you can't see them in the campaign. It's like a mystery that you can't solve unless you go to the zoo.

There are also a couple TV ads that go along with this campaign. They are all fun and play at the fact that you can't see polar bears in their environment. Here is an example of one:

I loved this campaign. I think it really got people to want to go to the zoo to find these polar bears using a unique and creative technique for the ads. I know it worked on me. I have the urge to skip class tomorrow and head to the zoo!

Here is another ad for the polar bears at the Toronto Zoo that I found. It's an interesting ad saying that the Toronto Zoo is a place to see. Somewhere you have to stop on your travels.

Here is another campaign for the Toronto Zoo polar bears. This one is about how the icebergs are melting and the polar bears are in danger. It's telling people to tweet about an environmental issue and when you do, the polar bears iceberg will grow. If you don't, it will melt.