San Francisco Zoo Print San Francisco Zoo: Penguin by twofifteenmccann San Francisco

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San Francisco Zoo: Penguin

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Industry Zoos
Media Print, Magazine & Newspaper
Market United States
Agency twofifteenmccann San Francisco
Executive Creative Director Scott Duchon
Creative Director Neil Levy
Art Director Ivan Djayaputra
Photographer Hunter Freeman
Account Supervisor Julie Barros
Released December 2011

Credits & Description

twofifteenmccann brings creative thinking to a seasonal message

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 âUntil animals can work for a living, theyâll depend on your donation.â Launching in the Wall Street Journal, the campaign will roll out all year long in an effort to attract corporate attention to the zooâs plight.

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

Quote from Client:

âThe San Francisco Zoo has received many holiday gifts this season,â said Lora LaMarca, Vice President Marketing, Membership & PR at the San Francisco Zoo. âFirst, 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!â

Quote from Scott Duchon:

âWe 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 thatâs what we mean by purposeful creativity. Plus it really fit perfectly with our animal policy at the office.â [Aside: The twofifteenmccann office policy is indeed animal-friendly, though the ads were shot elsewhere.]

Category: Charities & appeals
Client: San Francisco Zoo
Agency: twofifteenmccann
Country: United States of America
Executive Creative Director: Scott Duchon
Creative Director: neil levy
Art Director: Ivan Djayaputra
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