"Before one can run, one must learn to walkabout." To celebrate the opening of Walkabout Australia, San Diego Zoo Safari Parks...
"Before one can run, one must learn to walkabout." To celebrate the opening of Walkabout Australia, San Diego Zoo Safari Parks new interactive safari, agency M&C Saatchi LA has launched Safari, Aussie Style. Embracing the Way of the Roo. The campaign is guided by Kanguru, an endearingly free-spirited, bohemian Australian with a Southern Californian flower-child attitude. Along the Walkabout, he encounters some of the fauna that inspire his positive outlook. Visitors to Walkabout Australia can do the same, while they explore 3.6 acres of everything awesomely Aussie in four different habitats.
The creative team that brought the campaign to life was a unique mix of Australians and SoCal natives, notes Maria Smith, Executive Creative Director, M&C Saatchi LA. We all brought our different perspectives to creating spots that capture just how awesome it is to be able to get up close and interact with some of Australias most fascinating creatures, in the heart of southern California.
The campaign includes spots for broadcast and theatrical release, directed by Gentlemen (Brett Snider and Billy Federighi) that air throughout the summer. Welcome to Walkabout, is a centerpiece: 30 spot that introduces the Way of the Roo with the affable Kanguru and his furry and feathered Aussie mates. Kangurus inviting and over-the-top positivity also connects via accompanying radio spots featuring philosophical Roo-isms.
Welcome to Walkabout:
For more information, visit http://mcsaatchi-la.com/
Our Kanguru serves as an ambassador of fun. He is both silly and sincere in his delivery as he introduces everyone to the Way of the Roo, Walkabout Australia is an enlightened path of adventure with animals and memorable family fun, says Ted Molter, Chief Marketing Officer, San Diego Zoo Global.
The print and out of home campaign highlights the interactive quality of the safari, presenting kids and animals together in a key art series awash with bold color. Elements from Way Of The Roo, were also integrated into a new AR App Danceabout Australia produced by Red Interactive, now featured within the AR Apps category within the Apple App Store.
Walkabout Australia offers a safari experience with Australias extraordinary creatures on a scale that has never been done before. Eighty percent of Australias animal species are unique to the region, including the red-necked wallaby, western gray kangaroo, magpie goose, radjah shelduck and the freckled duck.
Australia is an extraordinary place, and we are thrilled to provide a snapshot of some of its wonders at the all-new Walkabout Australia experience at the Safari Park, elaborates Lisa Peterson, Director, San Diego Zoo Safari Park. "Not only does Walkabout Australia allow us to connect people to the regions fascinating wildlife, but it adds another dimension to San Diego Zoo Globals efforts to save species, such as the cassowary and the endangered Matschies tree kangaroo.
The Way of The Roo Credits:
Client: San Diego Zoo Global
Ted Molter, Chief Marketing Officer
Debra Erickson, Marketing Director
Damien Lasater, Associate Director of Design
Agency: M&C Saatchi LA
Executive Creative Director: Maria Smith
Creative Director: Ron Tapia
Copywriter / Associate Creative Director: Ben Lay
Copywriter: Michael Skarbek
Art Director: Victor Bernedo
Director of Content Producer: Dennis Di Salvo
Chief Strategy Officer: Kate Bristow
Managing Director: Mike Wilton
Account Director: Makeia Carrier
Account Director: Daisy Peralta
Account Executive: Katie Jordan
Media Agency: Giant Spoon
VP Media: Alana White
Director, Media Strategy: Grace Damo
Associate Director: Annie Nam
Production Company: Media Mob
Executive Producer: Greg Jones
Line Producer: Desiree Laufasa
Director: Gentlemen: Brett Snider and Billy Federighi
Director of Photography: Kevin Moss
Editorial House: Cosmo Street
Editor: John Bradley
Animation: Rusty Ippoloto
VFX Studio: MakeFX
Color / Finishing: Apache
Music Composition / Music House: APM
Sound Studio: Margarita Mix
Sound Engineer: Paul Hurtubise
OOH Photographer: Markku Lahdesmaki
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 childrens 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.
About M&C Saatchi LA:
M&C Saatchi LA is part of the M&C Saatchi Worldwide Network, the world's largest independent marketing agency. Named in the top five of Ad Age's Best Places To Work 2015, M&C Saatchi LA has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, EPSON, Pacific Life Insurance, 20th Century Fox, Netflix, the San Diego Zoo, UGG®, and Google. Heavenspot, M&C Saatchi Sports & Entertainment, Clear, M&C Saatchi PR and M&C Saatchi Mobile are part of the integrated offerings of the M&C Saatchi LA Group.
For more information, visit http://mcsaatchi-la.com/