2009 BRONZE

NON-PROFIT / PRO-BONO / PUBLIC SERVICE

CRITTER QUEST

THE SAN FRANCISCO ZOO, THE SAN FRANCISCO ZOO

Lora LaMarca, Mktg.-PR Dir.
Danny Latham, Mktg.-Sponsorship Mgr.

BBDO WEST

Jon Soto, Sr. VP-Creative Dir.
Neil Levy, Assoc. Creative Dir.
Allison May, Art Dir.
Nick Bartle, Exec. VP-Dir., Acct. Planning

On Christmas day, 2007, a zoo visitor was mauled to death by a tiger. In the aftermath, media frenzy ensued, and attendance plummeted 66% from the previous year. The zoo rushed to fix the problem by building higher, safer walls around the tigers. However, the improvements seemed to have an adverse effect, creating an emotional divide between man and animal. It became clear that the agency needed to restore the broken bond and remind consumers that the zoo is fun and a safe way to connect with animals.