The World’s First Annual Report on Instagram

Trigger Communications just launched this year’s annual report for Calgary Zoo. But it isn’t your typical printed piece; the report unfolds through a series of images on Instagram, which, fittingly, they released on Earth Day.

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For the first time, an annual report has been published on Instagram. It’s the latest in Trigger’s commitment to developing conservation-focused annual reports for Calgary Zoo.

The idea for the Instagram-based annual report came from a creative insight that with a record 1.457 million people visiting the zoo in 2012, a record number of images were posted on Instagram tagged #calgaryzoo. Our audience was using the channel – why shouldn’t we?

Conservation is integral to the zoo’s vision and mission, and last year we produced its annual report on a single sheet of recycled newsprint. Going paperless takes it a step further.

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Now, will anyone actually read and absorb the content in this format? I’m not sure, but it certainly is a compelling idea. I’ll be interested to see if the concept catches on, but for now, can check out the report in its entirety right here.

Creative Credits:
Clients: Lindsey Galloway and Laurie Skene, Calgary Zoo
Creative Director: Todd Blevins
Art Directors: Shauna Luedtke, Brian Allen
Designers: Teresa Leung, James Barry, Jonathan Herman
Copywriter: Jordon Lawson
Account Services: Jenessa O’Brien, Jill Dewes, Brittany Dusseldorp, Breana Baker


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