MUSE Gold

2023

National Geographic: Christmas Responsibility

Entrant Company

NATEEVO

Category

Branded Content - Social

Client's Name

National Geographic

Country / Region

Spain

Description:
National Geographic was born 134 years ago with a clear mission: to inspire, through exploration and storytelling, to preserve the planet. Driven by that mission to inspire and protect the wonders of the Earth, National Geographic uses the power of storytelling, science, exploration and education to motivate millions of people around the world to live more sustainably with the planet.
That mission has never been more important, as the planet needs us now more than ever.
And last year, for Christmas, we felt it was necessary to emphasise that, as opposed to a traditional Christmas where waste, energy expenditure and squandering are rampant, a more planet-conscious Christmas was possible, inviting people to take small gestures and actions.
A message consistent with the brand because together, with small efforts, we could achieve a better future for our planet.

Context - Objectives of the campaign:
The campaign was a natural consequence of what the brand is.
Therefore, its main objective was awareness and notoriety.
To be consistent with National Geographic's DNA and values, and to continue to position ourselves as the brand that has impactful initiatives for the preservation of the environment and that funds projects that help our planet and its people.

Strategy:
This was a 100% social awareness campaign, made up of 13 different digital pieces + 1 OnAir TV spot. Each one of them with a message and gesture to achieve a more sustainable Christmas.
For this, we used collage-style animation, achieving a coherent result with the brand and its own style, very Christmas-like and impactful.
The duration of the campaign was from 21 December to 6 January on Twitter, Facebook and Instagram.
The spot was broadcast on OnAir, achieving 370 passes on National Geographic, NatGeo Wild and “Viajar” channel.
We also ran a photo contest on Instagram which we linked to the campaign concept.

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