San Diego Zoo: Koalafornia
I wish I could take credit for coming up with the name Koalafornia, but that stroke of genius was coined by my creative partner on this project, Ron Tapia. We had a lot of fun imagining how the koalas at the San Diego Zoo's new Australian Outback exhibit were adjusting to their new California digs. I particularly love this campaign because it helped me explain to my kids that a lot of what they see on TV (like a koala riding a skateboard, for example) is done through special effects, and you can't always believe that what an ad tells you is true. Of course, in spite of this, they continue to believe that Pillow Pets are more than a pillow and more than a pet. I’d argue against that, but I know that I’d lose.