Though the Bronx Zoo is a cultural landmark in NYC, they were struggling to attract repeat visitors. We needed to give people a reason to visit the zoo again, and we did. We conceptualized the event, Boogie Down at the Bronx Zoo, a celebration of the borough the Zoo calls home, with hip hop performances, live graffiti demos, and more. To promote the event, we captured our artists talking about their favorite Bronx Zoo memories as they made their way up to the zoo—in style. Attendance increased 9% compared to the previous year.