It’s the art direction. I’m an old school copywriter, so the 80s headlines ignited my ad-love. But it’s the art direction.
The poster shown is part of a campaign by Denver agency, Cactus, that launched this week. It is the first Cactus work for client, Denver Zoo, to introduce a new US$50 million expansion sponsored by Denver Neighbourhood Toyota Stores through Saatchi & Saatchi Denver.
Denver Zoo’s new Toyota Elephant Passage is a ten acre, ten building exhibition of jungle animals, birds and reptiles in settings that replicate their natural environments. The three zoo scenes in Cactus’ campaign are intricately detailed to suggest places both real and fantastic.
Turns out the illustrator for the digital watercolour-style artwork is Kory Heinzen, who did the film animation for Dreamworks’ Shrek 2, Shrek The Third and Megamind.
The campaign uses Heinzen’s artwork in conventional media – a full page advert in six Colorodo papers and magazines, rich media and digital banner ads, and a 30 second TV spot...
but also outside the square...There are two urban wallscapes in downtown Denver, backlit panels and food court tabletops in three major Denver malls, outdoor banners and pole-hangings that blanket the sides and overhead spaces of Denver’s Larimer Square, and an artwork-wrapped Toyota Prius standing at the zoo entrance.
The art director was Cactus’ Jorge Lamora. Writers were Mike King and Ryan Johnson. Johnson is also associate creative director and Norm Shearer, executive creative director.
Cactus’ previous claim to deserved fame campaign launched at the end of July. It targets men struggling with the spectre of suicide. Read Cactus’ blurb for the tvc, “When a man bruises a knee, he rubs some dirt on it. When he has a leaky sink, he fixes it with duct tape. So naturally when he is pissed off, stressed out, down in the dumps or out of control, he tries to fix it himself. Unfortunately, they don't make duct tape for a man's mental health. And instead of seeking help, many working aged men resort to a more permanent solution.” The commercial has the same engaging charm.