A new campaign from the San Diego Zoo Wildlife Alliance puts a light-hearted spin on wildlife conservation to get across a serious message in a week when the world is focused on the environment during COP26.
Created by Goodby Silverstein & Partners, the idea revolves around imposter sheep posing as wild animals such as lions, giraffe, rhinos, penguins or peacocks, to get across the message that “you can’t replace wildlife once it’s gone.” Videos and outdoor ads reveal the sheep dressed up in ridiculous guises while radio ads put a fresh take on the lyrics of “The Lion Sleeps Tonight.”
The campaign is running across TV, radio, print, and outdoor advertising, encouraging viewers to protect the future of wildlife by joining the 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 of the San Diego Zoo Wildlife Alliance, in a statement. “We are working towards 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.”