Africa campaign.

M&C Saatchi LA won an award from the International Association of Amusement Parks & Attractions for its campaign on behalf of San Diego Zoo's Journey Into Africa tour.

While the client obviously had name recognition among nature-lovers, what made the campaign stand out was its geographical targeting to the north.

"A unique aspect of this year's campaign was advertising that appeared on city buses in Los Angeles," said Bob McClure, director of the San Diego Zoo's Wild Animal Park. "These wraps created buses that were moving billboards for the Journey Into Africa tour."

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The campaign included TV, radio, print and transportation ads.

On the creative side, the campaign poked fun at the extreme efforts of people to get close to wildlife. One series shows two guests disguised in a wildebeest suit who find themselves caught in a stampede.

Staff reporter Joel Russell can be reached at [e-mail], or at [phone], ext. 237.