A Little Background The Bronx Zoo is one of the nation’s most iconic sites to visit. It has been around for 125 years with new generations of kids and adults discovering the timeless exhibits for the first time. But not enough people were visiting because they felt that they had already experienced it. The Mission Drive attendance to the new, spectacular exhibit at The Bronx Zoo: The Dinosaur Safari. The Insight Our answer was a campaign built around the theme, “Make your day prehistoric.” Our messages promise visitors the ultimate escape, from mundane grinds of the concrete jungle to the hair-raising life of the prehistoric jungle. And in keeping with the spirit of the Bronx Zoo as a place that educates, our campaign highlights how dinosaurs are very much like animals that live on our planet today.