Agency Network: 
Published/Aired: 
September 2010
Los Angeles Zoo:  Wisdom

Description

Photographer: R.Salamaca

Print advertisement created by RLR, United States for Los Angeles Zoo, within the category: Recreation, Leisure.

Caption

Wisdom where learning happens naturally

Advertising Agency: RLR Advertising, Pasadena California, USA
Creative Director / Art Director: Hans Castro Gallo
Copywriter: Roberto Leni
Illustrator: Salamagica
Additional Advertising Agencys: Albaro Ibarra, Nikki Robischon
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Highest Rated

STRTLRS's picture

Wonderful visuals, somewhat ruined by a HUGE disconnect in the headers and questionable typography.

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

Lazarus's picture

Nice art.

Lazarus
Activity Score 1523
Creative Director
jackblack's picture

Didn't we just see something like this from India?

jackblack
Activity Score 2346
Art Director
Reality Check's picture

Good but not great, Los Angeles Zoo's "Wisdom," "Memory" and "Colorful" is simple, somewhat fun and nothing more.

Reality Check
Activity Score 2487
jackmancer2017's picture

That's one lovely visual but I don't really get the message. Learning??

jackmancer2017
knightbook1's picture

Umm, is it really that hard to figure out? Owls= wisdom. Books, knowledge, etc.

knightbook1
Activity Score 7
Washington St. Univ.
knightbook1's picture

Plus, in using the books, newspapers, etc., they're conserving, just as owls and other animals should be conserved.

knightbook1
Activity Score 7
Washington St. Univ.
Ron Burgundy's picture

art and retouch is very cool

Salamagica always delivers a quality product

Ron Burgundy
Activity Score 1616
Art Director at Southern California
Billoughsby's picture

It's an animal that you might encounter in the L.A. Zoo, assembled from pages of the printed word, which is a very old symbol for learning and education. The headline says as much. Mm... I thought I got it.

Billoughsby
Activity Score 5140
Art Director |

That's it.

kleenex's picture

Nice idea.

kleenex
Activity Score 57557
Web Designer/Developer
CuriousPencil's picture

The owl's wisdom I get, using information to represent learning.
The elephant's memory... using desktops... would almost work if they weren't interspersed by monitors, which have nothing to do with memory.
The gorilla's colour, is just wrong: they're associated more with strength surely. If we were going with cliched animals then it's most likely that every zoo has a spare peacock.

But the major flaw in this series of lovely imagery is the layout. If the agency's trying to promote the LA zoo, surely the logo should be distanced from the headline. On the bottom, say, with the tagline 'where learning happens naturally' beneath or somehow connected that way. As it is now, the tagline is connected thus: "Wisdom/Memory/Colour, where learning happens naturally, LA Zoo" and it doesn't work.

CuriousPencil
Activity Score 4167
Copywriter
Ron Burgundy's picture

you have a knack for hitting it on the head with your critique comments, cant stand when someone just posts "Crap idea" without an explanation, usually those people dont have the portfolio to back up that shit talk either

Ivan we need a rating system for comments, then we can weed 'em out like th show Survivor does

Ron Burgundy
Activity Score 1616
Art Director at Southern California
Billoughsby's picture

Hey there, C.P. Good points all. I think this series works, and that the way it works is just too simple and too anti-intellectual to merit total deconstruction. This is Michael Bay, not Andrey Tarkovskiy

In the elephant ad, I agree that the symbolic distinction between mouse and monitor and housing of the main cpu should not be regarded as a negligible one. But for a couple of decades of lazy advertising, people have let fuzzy symbolism glide glibly over their brain when isolated parts of a computer set up have been used to symbolize education. Far be it from me to insist that this ads maker be barred from using symbols as imprecisely as everyone else has been for what seems like forever now. The gorilla ad uses whatever value pencils or kids' colors from 5th period art time may have left as symbols of education. It may be junk because it doesn't bear rigorous examination, but what I'm saying is, even if it isn't the smartest choice, I think it makes sense and communicates directly to nearly all people.

I believe most moms and pops -- the people hauling the kids to the Zoo on Saturday -- will get this series right off. And in an age when special effects without ideas sells the last remaining movie theater tickets being sold, I think it likely that the sheer "prettiness" of the ads will grab most people and successfully reinforce the damaging notion that a great-looking ad is also a great ad.

I give the series a reluctant, reserved thumbs up, about 6.5 of 10. Nice looking, but rather superficial.

Billoughsby
Activity Score 5140
Art Director |

That's it.

CuriousPencil's picture

Educational comments Billoughsby - I did take them in without considering the TA, absolutely true. And I think you're bang-on with the epitaph for accurate symbolism. I'm all for people wanting to make *new* associations in order to communicate properly, but if it means reinventing relationships for no reason that have no logic then our industry's further down the path to 'pretty pictures and some words' than it should be.

CuriousPencil
Activity Score 4167
Copywriter
Ron Burgundy's picture

Ha....alright you guys killed it, now give it a proper burial

Ron Burgundy
Activity Score 1616
Art Director at Southern California
Anonymous Author's picture

Lovely campaign. Tools of learning well utilised.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

morse's picture

I like the execution!

morse
Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pitted prunes's picture

nice art.. learning part isn't communicated clearly though.

pitted prunes
Activity Score 216
STRTLRS's picture

Wonderful visuals, somewhat ruined by a HUGE disconnect in the headers and questionable typography.

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

Migzter13's picture

I love the visuals:D

Migzter13
Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

himanshu prabhakar's picture

Awesome!!

himanshu prabhakar
Activity Score 469
Art Director at Discovery communications india pacific |

Himanshu Prabhakar

Sdb's picture

The art direction is so good!

Sdb
Activity Score 1354
Copywriter at Working as an intern with O & M, Kolkata for 6 months
luispiter's picture

nice

luispiter
Activity Score 2746
comunication
Glut's picture

I ´ll take the art work only. Thanks!

Glut
Activity Score 3907
Public Relations at Glut. Ideas Boutique.
Direstion's picture

wow, great idea behind great art

Direstion
Activity Score 113
Planner at PZL advertising agency
denfilm's picture

nice

denfilm
Activity Score 401
Producer/Director at Ministry Film |

www.ministryfilm.com

gigacarol's picture

Beautiful piece.

gigacarol
Activity Score 68
Other at Illustrator |

Need illustration? http://cargocollective.com/carolinapontes

knightbook1's picture

Anyone know how to make the owl? That's amazing!

knightbook1
Activity Score 7
Washington St. Univ.
iqbalrizaldi's picture

Helo sir, i want to ask, is it free? i mean can i take this image for sales needs

iqbalrizaldi
Activity Score 2
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