When you lock gazes with wildlife you see them through a whole new perspective. And the more you see them, the more you can’t see the world without them. This is the essence of the new campaign by David&Goliath (D&G) for San Diego Zoo Wildlife Alliance (SDZWA), See Conservation From a New Perspective.
The campaign invites people to an experience unlike any traditional zoo. At the Safari Park, visitors are transported to an expansive savanna habitat where they can ride on a safari truck and journey across hundreds of acres of numerous wildlife species as they roam together as if in the wild.
In the campaign, Emmy Award-winning National Geographic filmmaker, director and photographer, Justin Bastien, brings the audience face-to-face with wildlife animals in their natural habitat, in a film called Eye to Eye and visually arresting print ads. The campaign’s striking imagery reflects the eyes of a giraffe, a zebra, a cheetah, and a rhino as they gaze at visitors, and the eyes of the visitors mesmerised by the up close and personal experience of these animals in the wild. The campaign illustrates the connection that is forged between humans and these endangered species, reminding us that each visit supports worldwide conservation—because seeing them is helping to save them.
“See Conservation From a New Perspective gives people eye-to-eye connection with the unique creatures of the Safari Park,” stated Ben Purcell, chief creative officer at David&Goliath. “You have to experience it to understand how special it is. So, we urge people to experience the Safari Park for themselves to see how your visit has a positive impact.”
“We’re excited to connect people with wildlife through this intimate and immersive representation of our conservation efforts at the San Diego Zoo Safari Park,” added David Miller, chief marketing officer at SDZWA. “Conservation starts with people, and when you come eye to eye with wildlife, you can experience moments that inspire you to help save, protect, and secure a future for these majestic animals.”
The campaign’s film is running on local broadcast in San Diego and Los Angeles markets, plus 15- and 06-second social videos, two radio spots, and print.
Credits
Agency: David&Goliath, LA
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Executive Creative Director: Courtney Pulver
Executive Creative Director: Robert Casillas
ACD & Art Director: Ambrosio Ballon
ACD & Copywriter: Andrea Vega
Art Director: Skylar Williams
Copywriter: Ben Weiller
Managing Director, Broadcast Production: Paul Albanese
Senior Producer: Jane Krull
Director of Business Affairs: Quynh-An Phan
Senior Business Affairs Mgr. Shay Curry
Group Director Strategy & Social Impact: Jonathan Schultz
Senior Planner: Karl Blevins
Managing Director: Robin Osborne
Account Director: Katie Garner
Senior Account Executive: Eric Brothers
Director Project Management: Amy Chiang
Client: San Diego Zoo Wildlife Alliance
Chief Marketing Office: David Miller
Director of Creative Services: Damien Lasater
Senior Director of Integrated Marketing: Shelley Patchin
Production Company: Spinach
Director: Justin Bastien
Producer: Leonardo Veras
Executive Producers: Adam Bright & Jonathan Carpio
Editorial Company: Spinach
Editor: Adam Bright
Assistant Editor: Gabriel Cullen
Producer: Lauren Meltsner
Executive Producer: Jonathan Carpio
Visual Effects: JAMM
VFX Supervisor: Alex Snookes
Set Supervisor: Andy Boyd
Nuke Artists: Brady Doyle & Elijah Gray
CG Artist: Connie Ho
Matte Painter: Brandon Kachel
Senior Producer: Justine Pregler
Production Coordinator: Tim Russell
Executive Producer: Asher Edwards
Colour: JAMM
Colourist: Beau Leon
Colour Assist: Aldo Rosati
Colour Producer: Dan Ginks
Executive Producer: Ashley Greyson
Mix: Racket Club
Sound Designer & Mixer: Nathan Dubin
Assistant Mixer: Anton Doty
Executive Producer: Adrea Lavezzoli
