The Price of Extinction - Lincoln Park, Chicago

'The Price of Extinction' Chicago's Lincoln Park Zoo campaign, launched on Earth Day (April 22), 2021. The campaign draws attention to Earth's most endangered species with limited-edition zoo passes, providing animal lovers with the unique opportunity to pay a small price to help the species survive. Each pass highlights an endangered animal whose pass price correlates to the animal's extinction rate, with all proceeds going towards conservation efforts.

I was lucky enough to be involved in the campaign since its early stages; therefore, I could work on the overall look of the passes and not just the illustrations. With the BBDO team, we wanted the shape of tickets to be meaningful and actively support the copy, so after a few explorations and some back and forth with Lincoln Park, we decided on a diecut shape that could show the problem and the solution at the same time.

Here below a few iterations from the beginning of the project

Ideas that did not make the cut

Final sketches