Kenya Wildlife Service 'You haven't Done it until you've Done it'

The Kenya Wildlife Service wanted to increase local visitation to its parks and reserves. Based on the insight that most of the target demographic would rather laze around on weekends, this campaign was based on the fact that talking about visiting the parks was something that HAD to be done - not talked about. 

A mascot was created to be the KWS spokeslion. He was the voice of reason, encouraging people to go visit. 

Thus.  

Here is a second option, titled 'Tokelezea'.