The eyes have it.
That's the premise
behind
"See Conservation From A New Perspective," the new ad campaign for the San Diego Zoo Wildlife Alliance.
Created by
David&Goliath, the work invites visitors to an immersive experience that defies traditional zoos.
At the Safari Park, they see savanna habitats from the safety of a safari truck and
witness various wildlife species as they roam across hundreds of acres.
Emmy-winning NatGeo director Justin Bastien brings viewers an intimate look at the animals in a new 30-second "Eye to
Eye" spot. The TV work, running on local broadcast in San Diego and Los Angeles, is accompanied by radio, social videos and print ads.
In the campaign, the eyes of a giraffe, zebra, cheetah
and rhino gaze at visitors. The campaign illustrates the vital connection between humans and these endangered species. The goal is to remind viewers that conversation matters. Seeing these magnificent
animals up close underscores the importance of saving them from extinction.
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Ben Purcell, chief creative officer, David&Goliath, said: “You have to experience it to understand how
special it is. We urge people to experience the Safari Park for themselves to see how your visit has a positive impact.”
D&G's agency roster includes Kia EV9, Jollibee, Vizio and the
California Lottery.