The purpose of this project was to find a creative way to help the Calgary Zoo reach target audiences to increase awareness of the zoo’s conservation work, along with its perception as a leader in the field. Four colourful trading cards were made to educate children, youth and their parents about the endangered animals at the zoo. An augmented reality component was created to allow users to navigate and interact within an augmented environment in an engaging way. Users were able to hear what the featured animal sounded like, watch a short video clip of the animal in their natural habitat, visit the website or get directions to the Calgary Zoo.