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Woodland Park Zoo brought to life with new campaign by WONGDOODY

Woodland Park Zoo brought to life with new campaign by WONGDOODY

Woodland Park Zoo is Alive with Wonder in New Campaign from WDCW

New Advertising Campaign Spans Television, Print, Outdoor and Radio Executions for Seattle Attraction

Seattle, WA (May 10, 2013)—Ad agency Wong, Doody, Crandall, Wiener (WDCW) recently launched the new 2013 advertising campaign for Seattle’s Woodland Park Zoo. WDCW has been working with Woodland Park Zoo for seven years, and this campaign was centered around the concept that no matter how often you visit, it’s never the same zoo twice.

The campaign executions include four different television spots, radio promos, billboards, transit boards, a bus wrap, posters and print advertising for the local Seattle market. The zoo wanted the campaign to highlight new aspects of the attraction—the birth of several new baby animals including two sloth bear cubs, four lion cubs, snow leopard cubs and a baby porcupine along with new Asian small clawed otters added to the zoo’s Asian Tropical Forest.

WDCW worked with production company Crush, Inc. out of Toronto to develop the look of the campaign. Together with illustrator Ashley Barron, Crush designed the illustrative styles that appear as colorful paper cut-outs of several animals featured at the zoo while staying true to the core physical characteristics of each species. The high-energy visuals reflect the fact that the zoo is a living, breathing space with something new to see with each visit.

“We’ve enjoyed working with WDCW for seven seasons at Woodland Park Zoo. They’ve pushed us to the edge of our comfort zone when it comes to creativity – and we’re always the better for it,” said Jim Bennett, Director, Marketing and Corporate Relations, Woodland Park Zoo. “The zoo is much beloved in Seattle, but we have an exceptionally complicated set of messages to convey. We’re a great place for families to visit, but we’re also a serious conservation organization. WDCW has worked with us to navigate this complicated marketplace of ideas with a very strong creative approach. They’re a big agency, but they’ve never forgotten their roots as a creative boutique. While the staff does wonderful work, Tracy Wong invariably takes a personal interest in the creative process, and nothing leaves the agency without his careful review.”

“Working with Woodland Park Zoo, one of Seattle’s most venerable attractions, is truly a labor of love,” said Tracy Wong, Chairman and Co-Founder, WDCW. “The creative team at WDCW set the stage for an eye-popping campaign concept, and Crush, Inc. really brought it home with their incredible animation work.”

About Wong, Doody, Crandall, Wiener

WDCW is an independently owned full-service advertising agency with offices in Seattle and Los Angeles. Clients include Alaska Airlines, T-Mobile, ESPN, and VIZIO. WDCW has 160 employees and $142 million in billings.

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Spot Titles:

“Alive - Lion Clubs”, “Alive – Asian Small-Clawed Otters”, “Never The Same – Sloth Bear Cubs”, “Never The Same – Giraffe Calf”


Wong, Doody, Crandall, Wiener, Seattle

Creative Directors: Monkey Watson, John Schofield

Copywriter: Peter Trueblood

Art Director: Caitlin Finn Daoust Huertas

Sr. Graphic Designer: Ramon Vasquez

Producer/EP: Steph Huske

Account Supervisor: Heidi Brown

Production Company:

Design and Animation: Crush

Creative Director: Gary Thomas

Senior Designer & Animator: Yoho Yue

Designer & Illustrator: Jullian Ablaza

Illustrators: Ashley Barron

Senior Producer: Janice Rebelo

Executive Producer: Jo-ann Cook

Audio Production Company:

Clatter & Din, Seattle

Sound Designers/Mixers: Eric Johnson, Sam Gray

Original Music Composition: Blair Pickar

Producer: Rachel Komenski

EP: Leigh Eckert

public good / woodland park zoo / tv / print / outdoor / radio / seattle / zoo / new day new zoo / crush inc. / tracy wong / animation / animals