Preston Kelly's New Campaign for the Minnesota Zoo Really Stinks

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New Minnesota Zoo campaign tests your knowledge of familiar African animals and their dung

If this looks right to you, it's time to visit

Preston Kelly has launched a new campaign for the Minnesota Zoo to promote its new seasonal summer exhibit, Africa!. The exhibit, which first came to the Minnesota Zoo in 2006, is back to provide visitors the feel of a real African savannah. The integrated campaign features TV, radio, print, online banners and out-of-home as well as a window display and in-store posters at Macy's.

A featured tactic in the campaign was the development of a new online game that is stinking up the internet. Iconic Ideas agency Preston Kelly created the educational, irreverent and kid friendly, Who Pooped?, to help teach children (and adults too) about the eating and digestive systems of three African animals - giraffe, zebra and ostrich.

Complete with poop-oriented sound effects and visuals, the interactive game allows you to help the animals digest their food while learning about their eating and scatological habits in a fun and entertaining way.

Executive Vice President and Creative Director Chris Preston said "It's the first time I've ever had to tell a client that an idea is total crap before they see it! My daughter started giggling when I was reviewing the ideas at home, so I knew we were on the right track." The game will be promoted through print, online banners, social media outlets and at various events throughout the Twin Cities.

In addition, the new broadcast and print elements of the campaign challenge people to see how much they really know about these familiar African animals. A second glance at the print and TV may be needed to make sure you are seeing correctly. A Giraffe with black and white stripes is the center of the campaign with the headline prompting "If this looks right to you, it's time to visit". Additional executions include a Zebra with tiger stripes and an Ostrich with the distinctive giraffe hide pattern on its neck.

The Africa! exhibit features animals of east Africa including giraffes, zebras, gemsbok, wildebeests, and ostriches who will all live together on six acres of land on the Minnesota Zoo's outdoor Northern Trail. The exhibit is open through September 7th.

About Preston Kelly
Preston Kelly is a full-service, independent agency that creates Iconic Ideas for its clients including: financial services, insurance, restaurant, consumer packaged goods, outdoor recreation and retail. The agency has been honored with top awards including 3 EFFIES in the last 4 years, Best of Show at the Minneapolis Ad Competition - The Show, and MediaWeek's Media Plan of the Year. Preston Kelly is a member of Worldwide Partners, the world's largest network of independent marketing and communications firms. To learn more about Preston Kelly visit Preston Kelly, become a fan on Facebook at or join the conversation on Twitter at

About Minnesota Zoo
The Minnesota Zoo is located in Apple Valley, just minutes south of Mall of America. For more information, call 952.431.9500 or visit The Minnesota Zoo is an accredited member of the Association of Zoos and Aquariums (AZA) and an institutional member of the World Association of Zoos and Aquariums (WAZA).

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Stacy Hintermeister
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