Northern Europe’s biggest wildlife and safari park, Knuthenborg Safaripark, launched a brand new water park just in time for spring/summer 2012. They needed a fresh way of letting the public know that the much-loved safari animal kingdom in Southern Denmark now also included a water-park
The solution to merging the two worlds – a safari park and a water park – was so simple and stood right before our eyes, in the faces of the creatures roaming Knuthenborg. Creatively, we put different animals into swimming-pool gear – such as goggles, flippers, inner-tube pool rings, and the like – and made a series of ads and commercials showing the animals having fun in the new water-park.
The curious visuals included a tiger with swimming goggles and a giraffe with inner-tube rings around his neck. The campaign was so successful that Knuthenborg enjoyed a 25% increase in total park visitors, in a market when all other amusement parks saw declining numbers. TV2 rebroadcasted the 2011 show we made for Knuthenborg called “Safari Safari” to plug into momentum toward the park.