As an ambient idea, the type could be made out of faux fur, to get people to interact with the ad.

 

Copy: Darrel Knight

As part of the campaign, an app will be released following suit with the print ads. The app will urge users to try and guess the animals they see based on just their furs, with an opting for a hint similar to that of the ads. High scores can win users lower ticket prices at the zoo.