FOR IMMEDIATE RELEASE
CONTACT:
San Diego Zoo Wildlife Alliance
Public Relations
619-685-3291
WEBSITE: sdzwa.org
NEWS RELEASE
“You Can’t Replace Wildlife Once It’s Gone” is The Theme of San Diego Zoo Wildlife Alliance’s Newest PSA Campaign
“Imposters” Star in New Campaign Created by Goodby Silverstein & Partners
SAN DIEGO (Nov. 3, 2021) – San Diego Zoo Wildlife Alliance (SDZWA) today introduced a new public service announcement (PSA) campaign, titled “You Can’t Replace Wildlife Once It’s Gone.” Created by Goodby Silverstein & Partners (GS&P), this campaign puts a lighthearted spin on a serious conservation issue—the loss of wildlife and biodiversity.
The fully integrated campaign across television, radio, print and outdoor advertising features a cast of sheep demonstrating the potential reality of a world without wildlife. The debut film depicts endangered wildlife across several locations. The twist? The endangered lions, giraffes, rhinos and penguins are actually sheep imposters. The closing message of the ad is that “you can’t replace wildlife once it’s gone.” Viewers are invited to participate in protecting the future of wildlife by joining San Diego Zoo Wildlife Alliance or by visiting the San Diego Zoo and the San Diego Zoo Safari Park.
“By projecting conservation optimism in this new PSA campaign—encouraging people to join existing conservation efforts already underway—it makes what can often be an overwhelming concept become more accessible to our audiences,” said David Miller, chief marketing officer at San Diego Zoo Wildlife Alliance. “We are working toward meeting the urgent needs of wildlife today and are thrilled to introduce this campaign—and to invite allies from anywhere in the world to join us in our conservation mission.”
This campaign highlights the international conservation efforts of San Diego Zoo Wildlife Alliance, which works to save, protect and care for wildlife around the world. SDZWA, which has “two front doors” at the San Diego Zoo and San Diego Zoo Safari Park, leverages its 105 years of wildlife conservation and care expertise alongside its collaborative partnerships to advance community-led conservation efforts worldwide.
While working with San Diego Zoo Wildlife Alliance to create this PSA campaign, the team saw firsthand how they leverage hope, connection and inspiration to connect with millions of wildlife allies, who visit their wildlife parks in Southern California and through various digital properties,” said Jeff Goodby, GS&P co-chairman. “As such, we wanted to delight viewers and inspire them to help San Diego Zoo Wildlife Alliance with their important mission of creating a world where all life thrives.”
The sheep imposters star in the out-of-home advertising running in Southern California. Classic nature documentary-style narration describes a world where sheep are the only animals left, while radio spots put a fresh take on the famous lyrics of “The Lion Sleeps Tonight.”
The goal of the campaign, which is expected to air in 20 of the top 25 DMAs nationwide—including New York, Los Angeles, Chicago and San Francisco—in the next year, is to turn audience members into SDZWA allies for wildlife, helping support solutions to the greatest conservation challenges of our lifetime. Help save the world’s wildlife and join San Diego Zoo Wildlife Alliance by becoming a member, by donating to support the mission at sdzwa.org, or by visiting world-famous San Diego Zoo and the San Diego Zoo Safari Park.
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About San Diego Zoo Wildlife Alliance
San Diego Zoo Wildlife Alliance is a nonprofit international conservation leader, committed to inspiring a passion for nature and creating a world where all life thrives. The Alliance empowers people from around the globe to support their mission to conserve wildlife through innovation and partnerships. San Diego Zoo Wildlife Alliance supports cutting-edge conservation and brings the stories of their work back to the San Diego Zoo and San Diego Zoo Safari Park—giving millions of guests, in person and virtually, the opportunity to experience conservation in action. The work of San Diego Zoo Wildlife Alliance extends from San Diego to strategic and regional conservation “hubs” across the globe, where their strengths—via their “Conservation Toolbox,” including the renowned Wildlife Biodiversity Bank—are able to effectively align with hundreds of regional partners to improve outcomes for wildlife in more coordinated efforts. By leveraging these tools in wildlife care and conservation science, and through collaboration with hundreds of partners, San Diego Zoo Wildlife Alliance has reintroduced more than 44 endangered species to native habitats. Each year, San Diego Zoo Wildlife Alliance’s work reaches over 1 billion people in 150 countries via news media, social media, their websites, educational resources and the San Diego Zoo Kids channel, which is in children’s hospitals in 13 countries. Success is made possible by the support of members, donors and guests to the San Diego Zoo and San Diego Zoo Safari Park, who are Wildlife Allies committed to ensuring All Life Thrives.
SDZWA // Brand Relaunch // Production Credits
SAN DIEGO ZOO WILDLIFE ALLIANCE
CEO: Paul Baribault
COO: Shawn Dixon
CMO: David Miller
Marketing Director: Debra Erickson
Associate Director, Marketing: Damien Lasater
Video Production / Post-Production Supervisor: Dustin Trayer
CREATIVE AGENCY—GS&P
Creative
Chief Creative Officer: Margaret Johnson
Creative Director: Caroline Cappelli
Creative Director: Ryan Tovani
Art Director: Thomas Gledhill
Copywriter: Lennie Galloway
Account
Account Director: Cassi Norman
Account Manager: Casey O’Brien
Account Manager: Nikki Dietrich
Assistant Account Manager: Elizabeth Markovic
Production
Co-director of Production: Leila Gage and Margaret Brett-Kearns
Senior Broadcast Producer: Alexei van Mourik
Business Affairs
Director of Business Affairs: Judy Ybarra
Senior Business Affairs Manager: Anna Lorrie Diokno
Production Company
Company Name: GS&P Films
Director: Michael Miller
Director of Photography: Ernie Kovacs
Photographer: Quinn Gravier
Executive Producer: Danielle Riccardi
Line Producer: Genevieve McCarty
Postproduction
Edit
Company Name: Elevel
Director of Post Production: Michael Damiani
Editor: Graham Willcox
Assistant Editor: Liz Norris
Sound Design: Nic Dematteo
Audio
Company Name: Lime Studios
Audio Mixer: Joel Waters
Audio Assistant: Collin Thomas
Executive Producer: Susie Boyajan
Color
Company Name: The Mill
Colorist: Fergus McCall
VFX
Company Name: The Mill
Executive Producer: Hillary Thomas
Senior Producer: Alex Bader
Production Coordinator: Tarik Thompson
Creative Director: John Leonti
2D Lead Artist: Gareth Parr
2D Artist: Yukiko Ishiwata, Roxy Zuckerman, Brad Scott, Toby Brockhurst, Dilipan J, Arunraj, T. Asaithambi, Tarun Kemtur
3D Artist: Michael Lori
Matte Painting: Itai Muller