Shaw Media has taken the signature, 125-year-old yellow frame from the National Geographic logo, and used it in creative that aims to connect National Geographic Channel with thrilling moments on TV.
The multimedia campaign features striking images next to words like “mindblowing” and “explosive” – only in place of the letter ‘o’ is the yellow frame. One creative execution, for instance, pictures a man held at gunpoint, with the headline “Heart pounding.”
Max Tremblay, director, brand and publicity for dramatic and factual channels at Shaw Media, told Marketing in an e-mail that “The idea behind playing with the yellow border and expanding its parameters was to stretch the perceptions of what we actually show on television.”
The campaign, targeted at existing subscribers who may not be aware that National Geographic Channel is even included with their cable TV service, aims to “communicate the breadth and depth of the channel’s fresh, new and thrilling content,” he added.
Launched Tuesday, the four-week media buy includes print ads in the Vancouver Sun, Calgary Herald and Edmonton Journal. Shaw Media will also broadcast a 30-second promotional ad on its other TV properties, as well as on U.S. ad avails.
Online ads targeting lifestyle and entertainment-type websites will run across the Shaw Network, in addition to the networks of Microsoft, AOL Canada, The Exchange Lab and Acuity.
“We are thrilled with the evolution of the logo and will consider using it in innovative ways in future creative concepts,” Tremblay said.
The campaign was developed and executed entirely in-house.
