In November 2017 a white rhino calf was born in Dublin Zoo. The Zoo asked Rothco to celebrate the birth in a print ad. But while this was clearly good news, The Zoo was facing a challenge in terms of growing negative public sentiment around the idea of zoos.
We decided to celebrate the birth, while also highlighting Dublin Zoo’s role in the conservation and protection of rhinos whose numbers are decreasing dramatically every year.
We highlighted the importance of the birth by framing it in the context of the number of deaths. We did this by subverting the recognisable ’Births, Deaths and Notices’ section of the newspaper with a series of full page-print ads.