Calgary Zoo: Change tables

Our change tables are for children only.
Dinosaurs Alive!

Advertising Agency: Trigger, Calgary, Canada
Creative Director: Patrick Doyle
Art Director: Joel Arbez
Copywriter: Saro Ghazarian
Photographer: Ric Kokotovich

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20 comments

Pedestrian's picture
Pedestrian
465 pencils

What does this even mean?

I'm guessing that you're trying to say that I'd be so scared by Dinosaurs Alive that I'd crap my pants and need a changing table. But I mean, that's a hell of a jump for the average consumer to make.

FourT6and2's picture
FourT6and2
218 pencils

I'm an average consumer. I get this ad. I'd totally go to this zoo if it were near me based on this campaign.

This ad's message came across pretty much instantly. I didn't have to think about it at all. I sort of got a chuckle out of it. I don't see what the issue is.

Pedestrian's picture
Pedestrian
465 pencils

Are you the guy who gave this 10 stars? It doesn't even have the tagline on it. How is seeing "Dinosaurs Alive" and the headline together supposed to lead me to the idea that this exhibit is pants-crappingly scary?

The headline could be reworked to express it, but right now it's not there. I'm guessing this ad goes in a bathroom. Make it something like "Changing tables for babies, toddlers, and terrified grownups." Then you add the tagline "Real dinos. Real scary." to get the "scary" message there. Then you've tied up the loose ends.

"Our changing tables are for babies only" and "Dinosaurs Alive" don't tell me anything. Because you don't naturally associate dinosaurs with fear. Maybe curiosity. Maybe science. I don't naturally think "Oh a dino exhibit. It's gonna be terrifying!"

Guest's picture
Guest

Definitely doesn't need a tagline to get it.

Copy_Can's picture
Copy_Can

Not at all.

FourT6and2's picture
FourT6and2
218 pencils

No, I haven't rated this ad. Thanks for assuming, though!

If you don't understand the ad, that's fine. But I thought it was a fast "get." And this was the first of the bunch I looked at. It doesn't need a tagline. The message is pretty clear: dinosaurs, or at least this exhibit at the zoo, has some thrilling or scary aspect to it. At the very least, it's enough to pique my interest and make me want to learn more. Maybe by visiting the zoo's website to find out about the exhibit or by calling the zoo or by asking other people or paying a visit to the zoo, itself.

You seem a little angry about this campaign, though.

Copy_Can's picture
Copy_Can

It's fine. Just leave it. He or she thinks dinosaurs aren't scary. And you know what? That says more than both you or I could ever say.

whatthefudge's picture
whatthefudge
1268 pencils

You're absolutely correct. I wouldn't be scared if I saw a real dinosaur – after all, they're so small with teeny tiny teeth.

Guest's picture
Guest

Hey pedestrian, you're an account guy, aren't you? It's ok, man. There's no shame in it.

CUTIEPIE's picture
CUTIEPIE
347 pencils

Am with you pedestrian i think you have a strong point here, the link is lost in words.

TommyO's picture
TommyO
1866 pencils

I'm with you, Pedestrian.

velle's picture
velle
1550 pencils

i agree, its a jump for the average consumer to make.
if ive been around babies for a while, or is female, and used to seeing the changing table at the maternity section of the women's toilet, or a new dad, id make that leap quite fast - but then, id be a segment within a segment of the TA

velle's picture
velle
1550 pencils

i agree, its a jump for the average consumer to make.
if ive been around babies for a while, or is female, and used to seeing the changing table at the maternity section of the women's toilet, or a new dad, id make that leap quite fast - but then, id be a segment within a segment of the TA

CrackerJackWorks's picture
CrackerJackWorks
10132 pencils

Nope, it was me.

Guest's picture
Guest

Hey Pedestrian "you don't naturally associate dinosaurs with fear" haha funny ask anybody to name a dinosaur and they will say T-REX that animal isn't scary at all.

Dzsoi's picture
Dzsoi
5268 pencils

Well, I guess most people associate ALIVE dinosaurs with fear. And the "scary" font helps a bit even more to understand the concept.

Guest's picture
Guest

Jesus! How many people that worked on this want to comment here?

The message is clear, but the ads are still crap.

Guest's picture
Guest

stop trying to defend your work, copy can. let it do the job itself. and quite frankly, this campaign isn't exactly working it's butt off to win you anything.

Guest's picture
Guest

whoa someone is really upset

the_lizard_king's picture
the_lizard_king
1259 pencils

I feel it is really SAD to witness such an average piece of advertising on this awesome site.

And then GOD said...
Let there be creativity!!!

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