If That Looked Right to You, It's Time for a Visit

The Africa! exhibit was returning to the Minnesota Zoo after a two-year hiatus. The animals were back, but families felt like they’d already seen them. Research confirmed they had a “been there, done that” attitude about it.

People thought they knew these animals. But no animal is the same day to day, and people notice the moment something feels different. The Zoo just had to prove there was something new to see.

A campaign called “It's Time to Visit” gave familiar animals the wrong coats and feathers, built to make people look twice. TV, print, and OOH carried the same visual idea across every touchpoint. Viewers paused, second-guessed themselves, and felt the pull to come see for real.