Minnesota Zoo
Minnesota Zoo
Minnesota Zoo
Hospitality ⬝ Zoo ⬝ Parks & Recreation ⬝ Conservation
Hospitality ⬝ Zoo ⬝ Parks & Recreation ⬝ Conservation
Services
Services
3D Videos
3D Videos
Art & Visual Direction
Art & Visual Direction
Lifestyle Images
Lifestyle Images
Renderings
Renderings
On-site Filming
On-site Filming
Copywriting
Copywriting
Client
Client
Minnesota Zoo
Minnesota Zoo
Location
Location
Minneapolis, Minnesota
Minneapolis, Minnesota
Year
Year
2023
2023
The Minnesota Zoo was undergoing a profound rebrand to shift how people perceive zoos and their relationship to nature, but their existing visual assets failed to show that vision. While developing the new Treetop trail attraction, they required aligned and consistent content to launch a campaign in winter for a summertime opening.
The Minnesota Zoo was undergoing a profound rebrand to shift how people perceive zoos and their relationship to nature, but their existing visual assets failed to show that vision. While developing the new Treetop trail attraction, they required aligned and consistent content to launch a campaign in winter for a summertime opening.
As a centerpiece of content, Penteye produced a national TV commercial that captures the essence of nature in a new and refreshing way. This was delivered 6 months prior to opening, and designed to fit within a broader advertising campaign from marketing agency Adventure™.
As a centerpiece of content, Penteye produced a national TV commercial that captures the essence of nature in a new and refreshing way. This was delivered 6 months prior to opening, and designed to fit within a broader advertising campaign from marketing agency Adventure™.
STARTING POINT
The zoo’s plan was to repurpose an existing 1.25-mile-long monorail track into an accessible pedestrian walkway to offer all guests a unique perspective on the Minnesota Zoo.
The zoo’s plan was to repurpose an existing 1.25-mile-long monorail track into an accessible pedestrian walkway to offer all guests a unique perspective on the Minnesota Zoo.
In addition to the TV commercial, Penteye's award winning animation team produced films & strategic renderings that transports audiences into a realm where they can intimately connect with the wonders of our planet.
In addition to the TV commercial, Penteye's award winning animation team produced films & strategic renderings that transports audiences into a realm where they can intimately connect with the wonders of our planet.
“We’ve found great success in partnering with Penteye. Every detail is captured to integrate seamlessly with the brand and appeal to consumers.
“We’ve found great success in partnering with Penteye. Every detail is captured to integrate seamlessly with the brand and appeal to consumers.
It’s science plus magic, and it’s hard to match."
It’s science plus magic, and it’s hard to match."
Gina Nacey - Partner & Director of Creative Strategy, Rise and Shine and Partners
Gina Nacey - Partner & Director of Creative Strategy, Rise and Shine and Partners
THE PERFORMANCE
Only 2 weeks after opening, ticket purchases reached an all-time high, and Adventure™ established video performance metrics using feedback from a focus group. 2023 became the Zoo’s best fiscal year on record, and the campaign was honored with a 2024 HSMAI Adrian Award for Best Integrated Campaign Business to Consumer.
“We’ve found great success in partnering with Penteye. Every detail is captured to integrate seamlessly with the brand and appeal to consumers.
“We’ve found great success in partnering with Penteye. Every detail is captured to integrate seamlessly with the brand and appeal to consumers.
Gina Nacey - Partner & Director of Creative Strategy, Rise and Shine and Partners
Gina Nacey - Partner & Director of Creative Strategy, Rise and Shine and Partners
+30%
Visit Intention
Visit Intention
+55%
Opinions aligned with Zoo’s mission
Opinions aligned with Zoo’s mission
Record high
Record high
Record high
+12k tickets sold for opening day
+12k tickets sold for opening day
