There was a growing perception that the zoo had become an academic research institution. While respected for their conservation work, they were associated with education, long walks and animals asleep behind bushes. Not ideal with Disneyland and Universal around the corner.

We needed to bring the fun back – which began with the advertising.

Working with the zoo, we created stories that would coexist with exhibits; monkeys escaping on flights from Africa to find a new home in their monkey paradise, zebras with newfound confidence taunting lions from a glass viewing dome, Massai Warriors arriving for a safer view of wild cats.

The advertising won the US Adrian award for effectiveness in tourism advertising – and a silver lion at Cannes.

 

Agency: M&C Saatchi, Los Angeles.

 

Creative: Oliver Devaris, Graham Johnson. ECD: Ben Welsh.