Years of overly animal-centric (to the detriment of visitor experience) management had left the Zoo low on most families' activities lists. To reverse this trend, we turned to the animals. With the low budgets one would expect from an ailing not-for-profit, we took it upon ourselves to shoot the television spots (that is not stock footage), and ended up on Adweek's Best of TV list. Twice. "Health Alert" radio spot was a Radio Mercury semi-finalist. Which does not come with a cash reward.