ROLE
Creative Direction, Script
Brand Campaign
Nat Geo Wild Reboot
THE PROBLEM
National Geographic is percieved as a wildlife brand. We aimed to establish NatGeo Wild as a destination for everything wild and establish a clear differentiation.
VIEWER INSIGHTS
Wildlife genre is percieved to have the least relevance for day-to-day life, and the viewing primarily happenes for 'Time-pass' Our target audience are 18-21 year old consumers of movies, music and news. They're curious about wildlife and are drawn to the strength & power of nature.
CREATIVE ROUTE
Reaching out to the people who are seeking specific emotions from Entertainment genres, and serving them similar emotion in a more real manner A destination and a proposition where viewers experience FAMILY, ACTION AND DRAMA in the most Real form, the Wild form.
The final characters were loosely based on popular movie characters.
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THE NARRATIVE TREATMENT
‘Pay homage to the copycats who make B Movies possible with limited resources.'
THE SETTING
A travelling theatre in rural India that uses several tricks borrowed from a Japanese form of theatre ‘Kuroko’ that uses stagehands. The audience is mesmerised by the ingenuity of the entire crew.
The idea was adopted across mediums, from brand spots to navigation, print and digital posts.
All new look - New logo and Brand Identity
Vibrant Channel Packaging
BRAND FILMS
TREATMENT
The films drew inspiration from themes in movies and TV soaps rooted in our daily lives. Like 'A Mother's unconditional love', Brothers turned enemies', 'Conquering the impossible' etc. We sifted through hours of footage for each film to mimic the continuity and scale of a feature film.
RESULT
The following weeks saw a slow and steady climb in NGW’s share, on par with National Geographic core. The unique brand positioning and tonality was lauded across regions and was adopted across APAC and Germany.
AWARDS
Promax India 2021
Best Brand Image Campaign - Gold
Best Copywriting - Silver
