Sheep dress up as wild animals in San Diego Zoo's wildlife conservation ad

Light-hearted spot from Goodby Silverstein has a serious message

Published On
Nov 03, 2021

Editor's Pick

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.” 

San Diego Zoo Wildlife Alliance Lion OOH billboard


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.” 


San Diego Zoo Wildlife Alliance Rhino OOH billboard


Nov 03, 2021
Client :
San Diego Zoo Wildlife Alliance
Agency :
Goodby Silverstein & Partners
Paul Baribault
Shawn Dixon
David Miller
Marketing Director :
Debra Erickson
Associate Director Marketing :
Damien Lasater
Video Production / Post-Production Supervisor :
Dustin Trayer
Chief Creative Officer :
Margaret Johnson
Creative Director :
Caroline Cappelli
Creative Director :
Ryan Tovani
Art Director :
Thomas Gledhill
Copywriter :
Lennie Galloway
Account Director :
Cassi Norman
Account Manager :
Casey O’Brien
Account Manager :
Nikki Hendriks
Assistant Account Manager :
Elizabeth Markovic
Co-Director of Production :
Leila Gage
Co-Director of Production :
Margaret Brett-Kearns
Senior Broadcast Producer :
Alexei Van Mourik
Director of Business Affairs :
Judy Ybarra
Senior Business Affairs Manager :
Anna Lorrie Diokno
Director :
Michael Miller
Director of Photography :
Ernie Kovacs
Photographer :
Quinn Gravier
Executive Producer :
Danielle Riccardi
Line Producer :
Genevieve McCarty
Edit Company :
Director of Post Production :
Michael Damiani
Editor :
Graham Wilcox
Assistant Editor :
Liz Norris
Sound Design :
Nic Dematteo
Audio Company :
Lime Studios
Audio Mixer :
Joel Waters
Audio Assistant :
Collin Thomas
Executive Producer :
Susie Boyajan
Color Company :
The Mill
Colorist :
Fergus McCall
VFX Company :
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
2D Artist :
Roxy Zuckerman
2D Artist :
Brad Scott
2D Artist :
Toby Brockhurst
2D Artist :
Dilipan J
2D Artist :
2D Artist :
T Asaithambi
2D Artist :
Tarun Kemtur
3D Artist :
Michael Lori
Matte Painting :
Itai Muller

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