Straying from the typical report design mold, the environmentally-friendly 2012 report defies the norm — lengthy, paper-wasters that no one reads — bringing social media into the mix, or rather, mixing into the visitor conversation about the zoo that was already happening.
The report highlights the zoo’s special events, conservation research, cell phone recycling program, human resources initiatives, a bunch cute kiddies, and of course its beautiful wildlife.
“The idea for the Instagram-based annual report came from a creative insight that with a record 1.457 million people visiting the zoo in 2012, a record number of images were posted on Instagram tagged #calgaryzoo. Our audience was using the channel – why shouldn’t we?
Conservation is integral to the zoo’s vision and mission, and last year we produced its annual report on a single sheet of recycled newsprint. Going paperless takes it a step further.”
Check out the full report on Instagram.
Clients: Lindsey Galloway and Laurie Skene, Calgary Zoo
Creative Director: Todd Blevins
Art Directors: Shauna Luedtke, Brian Allen
Designers: Teresa Leung, James Barry, Jonathan Herman
Copywriter: Jordon Lawson
Account Services: Jenessa O’Brien, Jill Dewes, Brittany Dusseldorp, Breana Baker