Our first campaign for our client, the Minnesota Zoo, is helping launch the opening of their newest exhibit, “3M Penguins of the African Coast.” We started with the question, “What makes penguins so darn cute that everybody loves them?” The answer: It’s all about the waddle.

So we created the Waddle Dance, an infectious, high-energy dance tune that encourages everyone to get his or her waddle on. Then we recruited a professional dance troupe to perform the Waddle, Minnesota’s newest dance craze, at local parades, special events, flashmobs and spontaneous street performances. They also appear in the TV spot, along with kids all over the zoo doing their best waddle dance.

Radio, out-of-home, on-line video ads, a micro site, blogger kits, Facebook and Twitter make up the rest of the “It’s all about the waddle” campaign.