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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745
San Diego Zoo Safari Park Celebrates 50 Years of Life-Changing Moments
26/05/2022
Group745
Advertising Agency
Los Angeles, USA
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Latest campaign by David&Goliath celebrates how the park has inspired generations to make a different for wildlife
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When you visit the San Diego Zoo Safari Park, every visit is different. And at any moment, you can experience something incredible—life-changing, even. These moments that can truly change a person’s perspective on the world are at the heart of the latest campaign by David&Goliath (D&G). Created for San Diego Zoo Wildlife Alliance (SDZWA), an international conservation organisation that operates the San Diego Zoo and the San Diego Zoo Safari Park, ‘A Moment Can Change a Lifetime’ campaign celebrates the Safari Park’s 50 years of creating these impactful moments experienced at the Safari Park that have inspired generations to make a difference for wildlife.

Whether it’s through an up-close-and-personal encounter with giraffes or an awe-inspiring experience with animals of the African savanna, young people have the chance to engage with nature’s great wildlife instead of wrapping themselves up in futile online activities. The campaign’s :30 hero spot ‘After Today’ highlights the dreams of conservation efforts that youths find after visiting the Safari Park, which is home to more than 3,600 animals and 1.3 million plants. One young girl wonders what it would be like to extract a Sumatran tiger’s fractured molar. Another youngster wants to save the northern white rhino from going extinct. No matter what their aspirations are, they all want to make a positive impact on the world.

“When you discover what the Safari Park has done for 50 years, and its impact on wildlife conservation, you naturally want to look back and reflect. But knowing the effect the Safari Park can have on future generations, we opted to look forward,” said Courtney Pulver, executive creative director of D&G. “When we visited the Park, we were all genuinely moved. We felt those moments and wanted to capture it on film. And inspire future conservationists.”

Additional campaign elements include :49, :30 and :15 cutdowns of the new brand manifesto, ‘A Moment Can Change a Lifetime,’ as well as a :30 radio spot. The campaign will run in local San Diego and Los Angeles TV, digital, organic and paid social, SDZWA-owned channels, and local and streaming radio.

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