2024 Winner
GoldTelevision Campaign – Small Budget
GoldBillboard Campaign
Zoo de Granby
"Sketchy Animals"
LG2
"Sketchy Animals"
LG2
The “Sketchy Animals” campaign for Zoo de Granby from LG2 aimed to promote
visits to the zoo by showcasing animals as they were interpreted through children’s imaginative drawings. The idea was to humorously suggest that visiting the zoo would reveal what animals truly look like, compared to the children’s whimsical (and a little less than anatomically accurate) interpretations. The campaign ran from early June to mid-August across various platforms, including video, radio and OOH, leveraging
social media and YouTube for wider reach.
As Zoo de Granby celebrated its 70th anniversary, the campaign emphasized the importance of connecting with and understanding terrestrial fauna through a childlike lens. Overall, the “Sketchy Animals” initiative delivered a fun brand awareness campaign, encouraging zoo visits and consideration during the momentous occasion.
visits to the zoo by showcasing animals as they were interpreted through children’s imaginative drawings. The idea was to humorously suggest that visiting the zoo would reveal what animals truly look like, compared to the children’s whimsical (and a little less than anatomically accurate) interpretations. The campaign ran from early June to mid-August across various platforms, including video, radio and OOH, leveraging
social media and YouTube for wider reach.
As Zoo de Granby celebrated its 70th anniversary, the campaign emphasized the importance of connecting with and understanding terrestrial fauna through a childlike lens. Overall, the “Sketchy Animals” initiative delivered a fun brand awareness campaign, encouraging zoo visits and consideration during the momentous occasion.
Credits
[Company Credits]CREATIVE AGENCY: LG2
CLIENT: Zoo de Granby
SOUND STUDIO / ENGINEERING: La Majeure
MEDIA AGENCY: La Bande
[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Marilou Aubin
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer
EXECUTIVE CREATIVE DIRECTION: Geneviève Langlois
CREATIVE DIRECTION: Geneviève Langlois
COPYWRITING: Guillaume Bergeron
ART DIRECTION: Mario Pesant, Philippe Leduc, Marc Guilbault
STRATEGIC PLANNING: Lily Barrière Groppi
ACCOUNT SERVICES: Marie-Eve Despars, Jesse-Jane Stapleton,
Adèle Charest-Normandeau
PROJECT MANAGEMENT, PRODUCTION: Emmanuelle Gauthier-Laquerre
AGENCY PRODUCTION: Emmanuelle Bérubé
EDITING: Antoine Hallé
2D and 3D ANIMATION : Antoine Hallé
LAYOUT ARTIST: Frédérick St-Denis
ILLUSTRATION: Alice, Arthur, Ellie, Romy, Lennon, Léo, Arthur, Paul et Rose
[Individual Credits - Sound Studio - La Majeure]
ENGINEERING: Jacob Gauthier-Robitaille, Olivier Rivard
[Individual Credits - Media - La Bande]
Pascale Boulanger, media Director
Frédérick Maheu, digital media Director
Sophie Lemieux, media Strategist
[Individual Credits - Client - Zoo de Granby]
Hélène Bienvenue, sales, marketing and communications Director
Lysa-Jessica Labelle, communication and digital marketing Advisor
Sandrine Laliberté, communication and digital marketing Advisor