The San Diego Zoo holiday campaign is an anchor program for the San Diego Zoo global at year-end. The goal is to encourage people to give the gift of a San Diego Zoo Global membership to a loved one for the holidays. There are two separate audiences: acquisition - current and lapsed members who have not already gifted a membership, and renewal - members who have gifted a membership the year prior.

The plan was to create a single package and test it against the control which had been run and won against new creative for the previous 5 years. When we presented these packages to the client, they decided to scrap the control, expand their budget and run both of these two brand new packages.

Creative Director - Caroline Cahill Canty
Senior Art Director - Lisa Patrizio
Concept 1 Senior Copywriter - Noémie Love
Concept 2 Senior Copywriter - Mandy Willingham