THE SAN FRANCISCO ZOO
Lora LaMarca Mktg.-PR Dir.
Danny Latham Mktg.-Sponsorship Mgr.
Sr. VP-Creative Dir.
Assoc. Creative Dir.
Exec. VP-Dir., Acct. Planning
Sr. Brand Mgr.
Sr. Mgr.-Mkt. Rsch.
LEO BURNETT USA
Megan van Someren
Sr. VP-Exec. Creative Dir.
Sr. VP-Planning Dir.
Assoc. Media Dir.
On Christmas day, 2007, a zoo visitor was mauled to death by a tiger.
In the aftermath, media frenzy ensued, and attendance plummeted
66% from the previous year. The zoo rushed to fix the problem by
building higher, safer walls around the tigers. However, the
improvements seemed to have an adverse effect, creating an
emotional divide between man and animal. It became clear that
the agency needed to restore the broken bond and remind
consumers that the zoo is fun and a safe way to connect
CHILDHOOD IS CALLING
With growing pressure from an already noisy category, the only
cereal that talks realized that perhaps it was talking to the wrong
people. Research uncovered a strong but latent affinity for Rice
Krispies, especially among moms, who had fond memories of
listening to the Snap! Crackle! and Pop! of the cereal, or of making
Rice Krispies treats with their own moms. The new campaign targets
moms, reminding them that all it takes is a bowl of Rice Krispies to
spark a simple, meaningful moment of connection with their kids.