The Big Bite - Saatchi & Saatchi Wellington
Wellington Zoo
Issue 12 | September 2009
Agency
Saatchi & Saatchi Wellington
Creative Team
Creative Director: Tim Hall, Associate Creative Director: Scott Henderson, Art Director: Samantha Brown
Other Credits
Account Manager: Mel Bowker
Background
As a charitable trust, Wellington Zoo needed to raise money from the community to help with the cost of feeding their animals.
Idea
In a time of ‘charity fatigue’, the agency was asked to find a way to encourage donations to a worthwhile, but expensive project.
A charity dinner was organised for the Zoo’s key supporters and their invited guests – friends and colleagues. The invitation took the form of a t-shirt which invited recipients to ‘help feed the animals’. The t-shirt depicted that one way they could help was in being dinner themselves. The card attached suggested that another, more acceptable way was to attend the dinner.
Results
The event was a success with over 80% of the ticketrs being sold and raising over $22,000.
Our Thoughts
I have a running joke with one of my clients as she feels that the only thing direct marketers do is send out T-shirts with messages on them. While not entirely true, the old T-shirt trick is rolled out rather frequently. But not like this. This is really good. I’d be gobsmacked if there was even one recipient who didn’t laugh out loud. It’s a sweet, simple idea that’s executed really nicely. The shirt looks cool. Any chance you guys in could send me one? I’m a large.