Chief Creative Officer: Rob Strasberg
Creative Director:Jimmy Kollin/Karen Cathel
Art Director: Jason Henderson
Copywriter: Derek Clark
Agency Producer: Alex Page
Production Company: MBC Productions and Paydirt Pictures
Director: Ian Mackenzie
Editor: Adam Lisagor
Photographer: Roy Ritchie
Sound Design Company: Elias Arts, Dave Gold – Creative Director
Sound Design: Dean Hovey
Composer: Jimmy Haun
Sound Mix Company: Goldsound
Audio Engineer: Clint Stuart

News Facts
•Prior to the campaign, the Detroit Zoo faced financial crisis, and needed Detroit area residents to support a tax increase to save the 80-year, not-for-profit organization.

•Doner created a campaign that leveraged the positive emotions residents had for the Zoo, built around the central theme “Our Zoo is Worth Keeping.” The campaign reinforced the unique qualities of the Detroit Zoo, and the incredible experience the Zoo provides for children every day.

•Despite facing a struggling economy and high unemployment in all three Detroit counties, more residents cast votes on the Zoo proposal than for any single-vote issue, including the U.S. Senate race. This outcome exceeded the original objective of numbers needed to pass the vote.

•The tax increase was approved by residents in Macomb County by 67 percent, Oakland County 75 percent and Wayne County 73 percent.

•With programs worldwide, the Effies have awarded agencies in advertising excellence since 1968. Effie winners represent agencies that take on a marketplace challenge with a big idea and achieve their objectives by knowing exactly how to communicate their message to their targeted customers.

•The “Worth Keeping” campaign underwent two judging rounds in order to receive the Gold Effie. Campaigns are scored on all elements of the entry, written case and creative execution to honor the industry’s most effective work.

Quotes
•”As a business within Greater Detroit, we understood what a cultural institution like the Detroit Zoological Society brings to the community and felt that we had a responsibility to create and help spread the “Worth Keeping” message. The success of this campaign demonstrates our ability to develop campaigns that truly have an effect on our client’s business.”
(Alan Kalter, chairman and chief executive officer, Doner)

About Doner
Doner, headquartered in Southfield, Mich., is the largest independently owned advertising agency in the world, with approximately $2 billion in combined billings. The agency has offices throughout North America, as well as in London, and does business in more than 30 countries for clients including Mazda, Serta, ADT, Owens Corning, and HGTV. A full-service, performance-driven agency, Doner focuses on creating ideas that will have a demonstrable impact on its clients’ business.

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Chief Creative Officer – Rob Strasberg
Creative Directors – Mike Ward & Karen Cathel
Art Directors – Mike Ward & Karen Cathel
Copywriter – Gail Offen
Agency Producer – Jill Prost-Ray
SVP/Executive Director, Strategic Planning & Research – Alison Lemeshow
EVP/Account Management Director – Pete Spender
Account Manager – Josh Huling
Media Supervisor – Jan Alpert
Senior Broadcast Negotiator – Julie Benedict