San Francisco Zoo is nurturing corporate donors this year with “Animals in the Office”, a print advertising campaign featuring a penguin, koala and giraffe working in office environments, with the message, “Until animals can work for a living, they’ll depend on your donation.” “The day koalas learn to manage hedge funds they’ll no longer depend on your company’s donations”. “When penguins can analyze bond market yield curves… When giraffes are able to make sales quotas…
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, beginning with a month of advertising in Wall Street Journal.
“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!”
The Animals in the Office campaign was developed at twofifteenmccann, San Francisco, by chief creative officer 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, with photography by Hunter Freeman retouched by Giovanna Giordano at Sugar Digital.