Research: 

1. About the zoo in Blijdorp

2. Gather information about the my target audience (age 16 to 25) 

3. Research other campaign for inspiration. 

Concept idea for a campaign. 

Chosen animal: Red panda (because it's my second favourite animal)

So in regards to the information I looked up, I came up with an idea for a campaign based on the lifestyle of the Red Panda. 

Moodboard: 

My idea is to create a game, because who doesn't like games (especially youngsters who constantly needs to be entertain). And it'll be taking place in the zoo itself in the night. Because Red Pandas' are very active during nighttime (again, just like youngsters). And participants will need to find their way through the dark with the help of lamps and night light along the way. 

There will be 2 different kind of groups: one group (consist of 1 to 4 members) will be called the 'Red panda' while the other group with be the 'Hunter' (consist of only 2 members). Also, in the round, there will be 4 'Red panda' groups while the 'Hunter' stays just 1 group. 

The 'Red panda' will be given a hat that resembles said animal but in different colours to determine which member belong to which group. The 'Hunter' on the other hand will wear the traditional hunter hat. 

Furthermore, the 'Red panda' will have their own tree-fort/treehouse each group (Because the animal tends to hang out in trees). But because this animal is territorial, each members will be given a party horn. So when they meet another group of 'Red panda' they would need to sound it as a warning. However the first group that does this will have the advantage as the rest of the group will be force to freeze for 10 seconds. This will also alert the 'Hunter' to their present. 

The main objectives for the Red Panda is to scavenge for items stated on a list given to them per group. The 'Hunter' only job is to hunt them. The winner will be either: the 'Red panda' if they survived and but only 1 group that have gotten most of the items listed or the 'Hunter' if they managed to hunt down all of the 'Red panda'. 

Sketches: 

Logo/campaign list:

Definitive Logo: 

Also i determine that the main colours will be Red, White and Yellow. Extra colours with be Black and Green. 

Illustrative campaign poster choices: 

I need to make only 3 out of these. 

I made a promotional poster for the campaign. 

The slogan is 'COME FIND, HUNT AND FREEZE!' 

I made a poster detailing the scavenger hunt. 

I even made an app for the campaign. 

This is just something extra I've made in my spare time. Also because I love character design... 

Start with a sketch: 

From left to right

And I've named him: 

Dutch: Roodie de Rood 

English: Red the Red Panda