The purpose of this advertising campaign was to increase attendance to the Philadelphia Zoo during non-peak seasons and to promote awareness of adoption day at the Philadelphia Zoo. Adoption day allows you to symbolically adopt certain animals at the zoo, and this campaign plays on that by taking it literally instead. This contradictory campaign creates humor and playfulness.
The guerilla ad campaign also plays around with the idea of "adoption" by taking it in the literal sense. The guerilla outdoor ads allow the public to physically interact with the animals on the walls. This ability to reach out and touch takes away the diconnect between the audience and the ad itself.