To disrupt perceptions about what to expect from an African zoo exhibit and showcase the true diversity of Africa.
Brutal Simplicity Of Thought
With a name like Africa Rocks, it was only natural to build a campaign around music. Celebrating the San Diego Zoo’s biggest expansion ever, our full blown, rock star themed campaign highlighted the incredible collection of new animals coming to San Diego.
The exhibit inspired us to illustrate the diversity of habitats & animals through familiar rock themes and iconography that we all grew up with. Implementing a different style for each media and habitat, the “Rock” theme was the life blood of the creative approach. But every piece of creative felt both fresh and a little familiar at the same time, appealing to the San Diego Zoo’s wide audience.