Eardrum, the audio specialist agency, has crafted a distinctive holiday campaign for Zoos Victoria.

The campaign, encompassing two audio ads, takes a unique approach by focusing on the emotional benefits of visiting the zoo, rather than the literal experience.

The first ad addresses a parent's concern about their child's excessive screen time, while the second ad delves into a child's struggle with the social pressures of school. The ads were performed by renowned actor Kate Box, adding a touch of star power and warmth to the campaign.

"Eardrum challenged us to be less literal and focus on the emotional benefits of visiting the zoo. The result is a charming, relatable campaign that’s bound to stand out on air," Zoos Victoria General Manager, Marketing, Brendan Dodd, said.

Founding Creative Director of Eardrum, Ralph van Dijk, highlighted the unique emotional experience a zoo visit offers.

"We all know what we’ll see at the zoo, but we take for granted how it makes us feel. It’s such a unique way to reconnect with nature and tune out the human world for a blissful moment," he said.

The campaign is set to air on Victorian radio stations throughout the summer holidays.