THE CHALLENGE:

In a consumer landscape already cluttered by a multitude of entertainment and tourism options, how can the Los Angeles Zoo create awareness and capture mindshare?

THE SPARK:

Recognizing that every cast (in this case, an exotic array of rainforest species) has a star or two, Civilian directed a multi-channel media spotlight on the cotton-topped tamarin and giant river otter – two creatures whose (animal) magnetism proved to be irresistible.

THE MOVEMENT:

By attracting over 405,000 website hits and garnering more than 1.5 MM “tamarin lovers” in less than one year, the partnership between Civilian and the Los Angeles Zoo resulted in record visitation by locals and tourists alike.

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