Connector: Kids + Dinosaurs = Awe.
There was one question we asked ourselves as we started working with the Minnesota Zoo to promote DINOSAURS!, a new exhibit featuring actual size, moving, roaring dinosaurs.
What emotion is at the core of the exhibit?
While the zoo’s dinosaurs exhibit would certainly create excitement, it became clear to us that there was more to it for kids and parents. This would be a different kind of excitement—different than the feeling you get from an action movie, video game or roller coaster. This exhibit would be an opportunity to discover something a bit more rare for kids and parents: a pure sense of awe. Seeing awe on your child’s face is amazing. We wanted to remind parents that when their child is standing in front of a life size, moving, roaring dinosaur, a sense of awe is pretty much guaranteed.The campaign includes online, television, radio and outdoor.