Get Closer Than Nature Intended

The Minnesota Zoo was opening Russia’s Grizzly Coast, a new exhibit putting visitors face-to-face with grizzly bears and river otters. The challenge was making a campaign feel as big as what the exhibit actually promised.

Nobody gets this close to a grizzly bear and lives to post about it. The wilderness keeps you at a safe, unsatisfying distance. This exhibit eliminated that risk but kept the awe.

Close-up shots turned the exhibit’s promise into “Get Closer Than Nature Intended.” TV, print, and OOH put viewers inches from grizzly bears and river otters, the kind of proximity the actual wild would never allow.