San Diego Zoo Wildlife Alliance has introduced a public service campaign created by Goodby Silverstein & Partners (GS&P), which puts a lighthearted spin on a serious conservation issue–the loss of wildlife and biodiversity.

The campaign’s debut film depicts endangered wildlife across several locations. The twist? The endangered lions, giraffes, rhinos and penguins are actually sheep imposters. The closing message of the ad is that “you can’t replace wildlife once it’s gone” (which is the title of the overall campaign). Viewers are invited to participate in protecting the future of wildlife by joining San Diego Zoo Wildlife Alliance or by visiting the San Diego Zoo and the San Diego Zoo Safari Park.

The agency's GS&P Films served as production company, with Michael Miller directing.

"While working with San Diego Zoo Wildlife Alliance to create this PSA campaign, the team saw firsthand how they leverage hope, connection and inspiration to connect with millions of wildlife allies, who visit their wildlife parks in Southern California and through various digital properties,” said Jeff Goodby,  co-chairman, Goodby Silverstein & Partners. “As such, we wanted to delight viewers and inspire them to help San Diego Zoo Wildlife Alliance with their important mission of creating a world where all life thrives.”

Credits

Client San Diego Zoo Wildlife Alliance Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Caroline Cappelli, Ryan Tovani, creative directors; Thomas Gledhill, art director; Lennie Galloway, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Alexei van Mourik, sr. broadcast producer. Production Company GS&P Films Michael Miller, director; Ernie Kovacs, DP; Danielle Riccardi, exec producer; Genevieve McCarty, line producer. Postproduction Elevel Graham Wilcox, editor; Michael Damiani, director of postproduction; Liz Norris, assistant editor; Nic Dematteo, sound design. Audio Lime Studios Joel Waters, audio mixer; Collin Thomas, audio assisant; Susie Boyajan, exec producer. Color The Mill Fergus McCall, colorist. VFX The Mill Hillary Thomas, exec producer; Alex Bader, sr. producer; Tarik Thompson, production coordinator. John Leonti, creative director; Gareth Parr, 2D lead artist; Yukiko Ishiwata,  Roxy Zuckerman, Brad Scott, Toby Brockhurst, Dilipan J, Arunraj, T Asaithambi, Tarun Kemtur, 2D artists; Michael Lori, 3D artist; Itai Muller, matte painting.

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