THE SAN FRANCISCO ZOO
Lora LaMarca Mktg.-PR Dir.
Danny Latham Mktg.-Sponsorship Mgr.
BBDO WEST
Jon Soto
Neil Levy
Allison May
Nick Bartle
Sr. VP-Creative Dir.
Assoc. Creative Dir.
Art Dir.
Exec. VP-Dir., Acct. Planning
KELLOGG
Kim Miller
Yuvraj Aroroa
Karl Miller
Ananta Engineer
VP-Morning Foods
Assoc. Dir.
Sr. Brand Mgr.
Sr. Mgr.-Mkt. Rsch.
LEO BURNETT USA
Craig Barnard
Chris Julcher
Jill Gray
Megan van Someren
STARCOM WORLDWIDE
Trina Potter
Leigh Godin
BIGGS-GILMORE
Sr. VP-Exec. Creative Dir.
VP-Creative Dir.
Acct. Dir.
Sr. VP-Planning Dir.
Assoc. Media Dir.
Media Assoc.
CRITTER QUEST
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
with animals.
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.
