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Toronto Zoo breaks dinosaur campaign

The Toronto Zoo has begun an advertising campaign for a new exhibit called “Dinosaurs Alive.” The exhibit consists of 16 life-size dinosaur models that move in response to sensors and other controls. The campaign, created pro bono by Lowe Roche of Toronto, will run until the close of the exhibit in October. It consists of television, theatre and print advertising, as well as a new website located at <>. The three TV commercials depict fictional characters including mermaids, fairies and leprechauns expressing skepticism that dinosaurs still exist. The TV and print advertising will run through southern Ontario. The website invites visitors to adopt and raise a baby dinosaur online. “Even though the Toronto Zoo has been a pro bono client of ours for more than eight years, it will never exhaust our creative juices,” said Christina Yu, creative director at Lowe Roche. “To conceive creative that excites kids and inspires families to spend a day together while learning and having fun is the best kind of work an agency can hope for.”

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