Cannes Lions

ZOO

DDB BRASIL, Sao Paulo / ZOO SAFARI / 2009

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Overview

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Credits

Overview

Description

Against a white background, we see children imitating animals in fun ways. A child imitates an elephant, another one imitates a lion, another one a chimpanzee, another one a bird, while having fun. At the end of the commercial, we see the frames that explain the concept.Take your children to the ZooThey will never be the same.

Execution

The usual brainstorm technique was not used. We visited the park in order to watch the behavior of the animals there and come up with a creative idea. We noticed that the visitors were curious about the animals, and the animals in turn seemed curious about the visitors. We then decided to exploit this idea of mutual curiosity between the visitors and the animals. We used a car because all visitors must travel around the park in motor vehicles.

Outcome

In addition to the impact the action had on the visitors, it got the approval of an import person involved in the action, namely the car owner. In fact, car owners liked the idea so much that they later called the zoo, and asked for more stickers. They helped spread the action to other areas of the city. As a result, the number of park visitors increased significantly from 24,571 in January 2008 to 30,357 in January 2009. In February 2008, the number of visitors was 20,346, and in February 2009 the park attracted 20,731 visitors.

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