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Industry Advertising
Founded 2007
Headquarters Seattle, Washington, USA
Key people
Wil Merritt, CEO
Website Zooppa.com

Zooppa is a global social network for creative talent that partners with brands and agencies to launch user-generated advertising campaigns. Inspired by the principles of crowdsourcing, Zooppa’s website hosts brand sponsored advertising contests.[1][2] In competition for cash prizes, filmmakers, graphic designers, and other creatives submit their original ads in response to a client's brief. These ads can take various formats including video, print, banners, concepts, and audio.[3][4][5]


Today Zooppa has nearly 286,000 members worldwide, averaging over 1,000 new members per week. They have hosted over 250 campaigns since opening in 2008.[6]

Zooppa's clients include brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.[3][7][8][9] As well as agencies including Ogilvy, BBDO, Leo Burnett, Saatchi & Saatchi, Mind share and ZenithOptimedia.[6][10]

Along with independent filmmakers and graphic designers, Zooppa partners with schools, universities and creative affiliates all across the globe. Such schools include USC School of Cinematic Arts, the New York Film Academy and many others.[11]

Zooppa was named as one of Entrepreneur Magazine's 100 Brilliant Companies in 2014 [12]


Zooppa was founded in 2007 near Venice, Italy where they were incubated as part of the H-Farm Ventures program. After successfully bringing people-powered brand energy to the Italian marketplace, Zooppa launched its global headquarters in Seattle, Washington in December 2008.[3][13]

The name Zooppa is derived from the Italian word for soup, zuppa. The name was chosen because it fits Zooppa's diverse community, which can be compared to the various ingredients of a stew of content.[14]


  • Silver Award Recipient at the 6th Annual Internationalist Awards for Innovation in Media for their campaign with Reebok to bring back the Reebok Pump.[15]
  • Along with The Integer Group they were awarded Best Advertising Online Campaign at the 2014 Internet Advertising competition for their campaign with Xbox One and Slurpee.[16]
  • The People for Smarter Cities initiative with IBM was recognized by The Wall Street Journal, Advertising Age and Fast Company for its success. The project crowdsourced digital videos from around the world showcasing how citizens would improve their cities.[17][18][19]
  • Featured in the Puget Sound Business Journal for their cost-effective platform of generating content for clients, while simultaneously giving creatives a way to showcase what they are capable of doing.[20]
  • Named one of Entrepreneur Magazine's 100 Brilliant Companies of 2014.


User generated advertising allows brands to harvest a large amount of unpaid creative project pitches disguised as 'competitions', of which only the 'winning' entry gets a -compared to normal budgets in advertising- tiny reward. Zooppa offers a great return on investment for brands, and very little for professional creatives.[21]

In 2015, Zooppa hosted a Competition for Shell in which the brief asked for a spot in which a future world running largely on natural gas for energy supply was to be portrayed in a positive light. However, Shell asked for a portrayal that would deliberately ignore any of the effects of the consumtpion of fossil fuels on climate change and banned contributions mentioning the sheer fact of Shell exploring oil reserves in the Arctic ocean. Arctic oil reserves will only become available once climate change has increased global temperatures far enough and made the oil hidden under the Arctic ice accessible, while the harsh environmetnal conditions make it a risky endeavor. It is therefore a highly controversial topic, with enviromental activist organizations, most noteably Greenpeace demanding a sanctuary for the Arctic Region. Shell's demand for such a gross distortion in favour of fossil fuels led to a minor media outrage once made public.[22][23][24]

See also[edit]


  1. ^ Egolf, Karen (April 5, 2010). "CMO Council Names 'Pause' Winners". Advertising Age. Retrieved May 3, 2010. 
  2. ^ "People and Accounts of Note in Advertising". The New York Times. April 2, 2010. Retrieved May 3, 2010. 
  3. ^ a b c Green, Megan (May 4, 2010). "Zooppa Rewards Creatives for User-Generated Advertising". TalentZoo.com. Retrieved May 4, 2010. 
  4. ^ "'Pause for Cause' Picks Creative Contest Winners". MediaPost. April 5, 2010. Retrieved May 3, 2010. 
  5. ^ "Social Media Gets Public Service Campaign Out There". Marketingweb. April 8, 2010. Retrieved May 3, 2010. 
  6. ^ a b http://globenewswire.com/news-release/2012/01/18/465499/242921/en/Zooppa-and-Rumblefish-Announce-Soundtrack-Licensing-Partnership.html
  7. ^ Sullivan, Laurie (May 31, 2009). "Sun Shines On Zooppa's Social Community Despite Fears". MediaPost. Retrieved May 3, 2010. 
  8. ^ "Universal Studios Hollywood Challenges Filmmakers...". CNNMoney.com. April 30, 2010. Retrieved May 3, 2010. [dead link]
  9. ^ "Media Motion: Brand.net, R/GA, and The Huffington Post". iMediaConnection. April 15, 2010. Retrieved May 3, 2010. 
  10. ^ http://crowdsourcingweek.com/qa-with-wil-merritt-ceo-of-zooppa-crowd-creativity-is-a-resource-for-brands/
  11. ^ http://www.wboy.com/story/26650540/zooppa-announces-new-partner-new-york-film-academy
  12. ^ http://www.entrepreneur.com/article/233883
  13. ^ Cicon, Jared (April 3, 2010). "Zooppa - A Good Model". Video Contest King. Retrieved May 3, 2010. 
  14. ^ http://www.geekwire.com/2012/startup-spotlight-zooppa-utilizes-crowdsourcing-create-optimize-advertisments/
  15. ^ http://www.internationalist-awards.com/
  16. ^ http://www.iacaward.org/iac/winner.asp?eid=11851
  17. ^ http://adage.com/article/btob/ibm-crowdsources-latest-smarter-city-effort/293427/
  18. ^ http://online.wsj.com/article/PR-CO-20140528-908626.html
  19. ^ http://www.fastcocreate.com/3031219/ibms-smarter-cities-continues-with-a-crowdsourced-pop-up-park-in-dublin
  20. ^ http://www.bizjournals.com/seattle/print-edition/2014/09/26/zooppa-summons-global-online-creativity-to-make.html
  21. ^ http://nofilmschool.com/2010/05/zooppa-will-pay-you-0-001-of-what-your-winning-ad-is-worth
  22. ^ http://energydesk.greenpeace.org/2015/04/29/factcheck-shell-commissions-vice-style-video-on-how-gas-can-stop-climate-change-if-you-are-ok-with-6-degrees-warming/
  23. ^ http://www.vice.com/en_uk/read/shell-arctic-oil-greenpeace-844
  24. ^ http://www.theclimatecoalition.org/news/2015/04/29/%E2%80%9Cdon%E2%80%99t-mention-arctic-oil%E2%80%9D-how-shell%E2%80%99s-latest-bid-get-young-people-hooked-fossil

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