2015 Winners & Shortlists

Brief Explanation

Our challenge was to be considered by a niche audience, media executives, all year round, so we required more than just a one off message. Our objective was to create something that stood out, encouraged interaction and continually educated them about the different TV shows in the relevant months that they aired.

The Brief

Media buyers perceive National Geographic Abu Dhabi as a channel that only offers wildlife programming, even though the channel has a broad range of diverse content. Our task was to communicate the broad range of TV shows National Geographic has to offer.

How the final design was conceived

We designed a calendar, a perfect way to keep portraying our program variety over the year. Building on the National Geographic brand belief in 'education through entertainment', the calendar was not only functional, it was engaging: every month, people had to play with the calendar, and assemble a new desktop model. This interaction allowed them to learn about a different TV show, its air date, and as a result could appeal to their media planning and buying.

Indication of how successful the outcome was in the market

Eight hundred copies of the calendar were sent out to a prominent list of media executives, they proved so popular in the offices we received requests for more. Due to this unforeseen demand we reproduced 400 additional copies. Today, a total of 1200 calendars on desks are proudly displaying National Geographic Abu Dhabi's diverse range of TV shows.

National Geographic Channel (also commercially abbreviated and trademarked as Nat Geo) is the digital cable and satellite television channel that is owned by the National Geographic Society and the Fox Cable Networks division of 21st Century Fox. The channel airs non-fiction television programs produced by National Geographic and other production companies. Like History and Discovery Channel, the channel features documentaries with factual content involving nature, science, culture, and history, plus some reality and pseudo-scientific entertainment programming.