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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
