Browse ads: Automotive- Alcoholic beverages- Clothing- Cosmetics- Entertainment- Food- Travel- Telecommunications- More...

San Francisco Zoo: Giraffe

This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
twofifteenmccann brings creative thinking to a seasonal message
Campaign Strategy
For most zoos, donations are the lifeline that ensures animals, exhibits and resources will be well maintained for the public. Typically, donations come from private citizens. Visitors or members who come and enjoy their experience. Seasonal fundraising initiatives. Or endowment grants via estates and foundations.
However, with the current economy, those donations are down at zoos everywhere. Especially at The San Francisco Zoo, where the economy has created a mass exodus of families departing to live in less expensive places.

Needing a creative solution to reverse this trend, The San Francisco Zoo and their agency partner twofifteenmccann, devised a campaign that would go beyond traditional fundraising appeals by talking to corporations.

Campaign Creative Idea
Working with San Francisco based photographer Hunter Freeman and his partners at Sugar Digital; the agency brought animals to the office creating a campaign that shows animals at work alongside people with a simple rallying cry “Until animals can work for a living, they’ll depend on your donation.” Launching in the Wall Street Journal, the campaign will roll out all year long in an effort to attract corporate attention to the zoo’s plight.

The work will be running in the month of December in the Wall Street Journal.

Quote from Client:
“The San Francisco Zoo has received many holiday gifts this season,” said Lora LaMarca, Vice President Marketing, Membership & PR at the San Francisco Zoo. “First, we were offered a free full page advertisement in the Wall Street Journal this December. And then our advertising agency, twofifteenmccann, offered up their creative minds to produce humorous, eye-catching ads that blended animals and people in a business-type work environment. It worked perfectly and just in time for the season of giving!”
Quote from Scott Duchon:
“We loved the opportunity to think about donations in a different way. It has a clever visual idea. But it also compels the audience to respond. And that’s what we mean by purposeful creativity. Plus it really fit perfectly with our animal policy at the office.” [Aside: The twofifteenmccann office policy is indeed animal-friendly, though the ads were shot elsewhere.]
Credits Other credits

Copywriters: Quentin Shuldiner, Chip Waters

Account Supervisor: Julie Barros

Account Director: Zach Rubin

Print Producer: Britton Courtney

Photographer: Hunter Freeman

Post Production Retouching: Sugar Digital, Giovanna Giordano

Gold sponsors

The Best Ad Jobs

Retrieving latest jobs

Visit Campaign Brief for Australian creative
advertising news