Nearly two years after the historic groundbreaking ceremony for the largest expansion in its 101-year history, the San Diego Zoo Global launches the Conrad Prebys Africa Rocks exhibit. To introduce the expansive and diverse experience, dedicated to plant and animal species from six different African habitats, M&C Saatchi LA developed creative content for an integrated marketing campaign to engage people of all ages. The “Africa Rocks,” campaign will enjoy a multi-channel “tour,” complete with broadcast, posters, out of home, and social throughout the summer.
“By choosing the name "Africa Rocks" for the Zoo's newest habitat, we knew rock and roll would play an important part in telling our story," says Ted Molter, Chief Marketing Officer for San Diego Zoo Global. "Our collaboration with M&C Saatchi LA and their creative partners brought the spirit, nostalgia and diversity of rock to this amazing collection of engaging content, setting the stage for an unexpected African experience showcasing the Zoo's Rock-stars – penguins, lemurs, baboons, meerkats, crocodiles and leopards.”
“The team was given an incredible creative opportunity with the exhibit’s name ‘Africa Rocks.’ We were inspired to illustrate the diversity of habitats & animals through familiar rock themes and iconography we all grew up with,” notes M&C Saatchi LA Associate Creative Director/AD Ron Tapia. “By implementing a different style for each media and habitat, the “Rock” theme was consistent, but every piece of creative felt both fresh and a little familiar at the same time, appealing to the San Diego Zoo’s wide audience.”
The vibrant design-driven campaign includes a :30 “Africa Rocks” Montage Anthem TV/web spot, six :15 spots, radio spots, as well as gig style posters and other out of home advertising. To produce the campaign, M&C Saatchi partnered with noted designer SCROJO (known for his work with Moby and The Red Hot Chili Peppers) for the gig style posters, which will be wild flyered in select locations, and with illustrator & digital Kyle Lambert (Stranger Things, Super 8) on the print media. Award-winning production company Gentleman Scholar created the animated video campaign, described as “Bleacher Report meets MTV for the Animal Kingdom," which can be viewed below and here: https://vimeopro.com/mcsaatchila/africa-rocks
“Six of the world’s most fascinating animals, six of the most iconic animation styles in history, and six spectacular mini stories with dynamic transitions: That’s definitely worthy of any superlative we can think of,” comments Gentleman Scholar Co-Director Will Johnson.
Each animal’s actions are previewed in the “Africa Rocks” spot; with hero animals presented within their own habitats in the :15s. This gave the Gentleman Scholar designers the opportunity for story depth leading to iconic “Africa Rocks” logo treatments. Bombastic music – from metal to 80’s synth, to sitars and record scratches – sonically transport viewers to various decades and genres in this rock tour of the animal kingdom.
To learn more about the San Diego Zoo and the Conrad Prebys Africa Rocks exhibit, please visit http://africarocks.sandiegozoo.org.
About M&C Saatchi LA
Founded by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ M&C Saatchi is the world's largest independent marketing communications group, with 24 offices in 18 countries and was named runner up for Campaign Magazine’s Agency Network of the Year 2015. The network employs more than 1,800 people who service over 200 clients, spanning advertising, design, social, content, digital marketing, mobile, public relations, sponsorship and event management. Named in the top 5 of Ad Age’s Best Places To Work, M&C Saatchi LA produces iconic and engaging work for brands in numerous sectors. For more information, please see www.mcsaatchi-la.com.
About San Diego Zoo Global
Bringing species back from the brink of extinction is the goal of San Diego Zoo Global. As a leader in conservation, the work of San Diego Zoo Global includes on-site wildlife conservation efforts (representing both plants and animals) at the San Diego Zoo, San Diego Zoo Safari Park, and San Diego Zoo Institute for Conservation Research, as well as international field programs on six continents. The work of these entities is made accessible to children through the San Diego Zoo Kids network, reaching out through the Internet and in children’s hospitals nationwide. The work of San Diego Zoo Global is made possible by the San Diego Zoo Global Wildlife Conservancy and is supported in part by the Foundation of San Diego Zoo Global.
