Woodland Park Zoo is Alive with Wonder in New Campaign from WDCW
May 10, 2013
Ad agency Wong, Doody, Crandall, Wiener (WDCW) recently launched the new 2013 advertising campaign for Seattle’s Woodland Park Zoo. WDCW has been working with Woodland Park Zoo for seven years, and this campaign was centered around the concept that no matter how often you visit, it’s never the same zoo twice.
The campaign executions include four different television spots, radio promos, billboards, transit boards, a bus wrap, posters and print advertising for the local Seattle market. The zoo wanted the campaign to highlight new aspects of the attraction—the birth of several new baby animals including two sloth bear cubs, four lion cubs, snow leopard cubs and a baby porcupine along with new Asian small clawed otters added to the zoo’s Asian Tropical Forest.
WDCW worked with production company Crush, Inc. out of Toronto to develop the look of the campaign. Together with illustrator Ashley Barron, Crush designed the illustrative styles that appear as colorful paper cut-outs of several animals featured at the zoo while staying true to the core physical characteristics of each species. The high-energy visuals reflect the fact that the zoo is a living, breathing space with something new to see with each visit.
“We’ve enjoyed working with WDCW for seven seasons at Woodland Park Zoo. They’ve pushed us to the edge of our comfort zone when it comes to creativity – and we’re always the better for it,” said Jim Bennett, Director, Marketing and Corporate Relations, Woodland Park Zoo. “The zoo is much beloved in Seattle, but we have an exceptionally complicated set of messages to convey. We’re a great place for families to visit, but we’re also a serious conservation organization. WDCW has worked with us to navigate this complicated marketplace of ideas with a very strong creative approach. They’re a big agency, but they’ve never forgotten their roots as a creative boutique. While the staff does wonderful work, Tracy Wong invariably takes a personal interest in the creative process, and nothing leaves the agency without his careful review.”
“Working with Woodland Park Zoo, one of Seattle’s most venerable attractions, is truly a labor of love,” said Tracy Wong, Chairman and Co-Founder, WDCW. “The creative team at WDCW set the stage for an eye-popping campaign concept, and Crush, Inc. really brought it home with their incredible animation work.”