The goal of the Zoo campaign wasn't to create ads, but to create content that captured the spirit and personality of the magazine. It started with the thought, "What would a Zoo guy spend his advertising budget on?" In the end we realised it would be everything but advertising. So we decided to take Steve and Rich, our two Zoo marketing gurus, and give them £10,000 to spunk every time we needed an ad. The result was a day out with Keeley, a trip to South Africa to fly a jet, a Guinness World Record Scalextric track, a cab ride to Marrakech and the creation of every Zoo reader's favourite new website, ZooTube.co.uk.
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