National Geographic Design & Branding WILD CARDS by Leo Burnett Dubai


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Industry TV Channels/Radio Stations and Programmes, Environmental & Animal Issues
Media Design & Branding
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb, Peter Bidenko Creative Director
Released September 2011

Credits & Description

Category: Promotional Item Design
Chief Creative Officer: Bechara Mouzannar (Leo Burnett Dubai)
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett Dubai)
Regional Executive Creative Director: Peter Bidenko (Leo Burnett Dubai)
Senior Art Director: Rafael Augusto (Leo Burnett Dubai)
Senior Copywriter: Sunny Deo (Leo Burnett Dubai)
Regional Account Director: Nicolas Roux (Leo Burnett Dubai)
Account Manager: Lara Elbarkouki (Leo Burnett Dubai)
Account Executive: Nadia Bedaywi (Leo Burnett Dubai)
Production Manager: Sunil D'costa (Leo Burnett Dubai)
Media placement: Publications - 20,000 Packs In National Geographic Al Arabiya Magazine - 9 September 2011

Describe the brief from the client
To promote the variety of animals that feature on the programme ‘Wildlife’ which airs weekly on National Geographic Abu Dhabi.

Describe the challenges and key objectives
From research, we found many of the animals are either endangered or on the brink of extinction.

We wanted to take the concept one step further by showcasing the variety of animals, and also spreading the message of animal conservation.

Describe how you arrived at the final design
Like the 'Top Trump' concept that has captured our attention, the same principle applied here.
It had to be something simple, yet eye-catching. And having a die-cut on the front face of the pack lets people actually see an animal to grab their attention further.

Opening up the deck, we used top quality material for the card production. Each displayed an animal, which had an icon and brief description that explained their respective status.

5 cards showed animals that are now extinct, with each of these having the Augmented Reality icon specifically designed to match the animal. In front of the webcam, people could see and interact with the extinct animals.

Give some indication of how successful the outcome was in the market

20,000 Wild Card packs launched via media publications to schools where students could play and learn more, giving the brand strong PR.

Since the game launched, we have over 8,000 regular players, and still counting.
The Wild Card app has to date received almost 500,000 Facebook likes.

In a teaser phase, individual images of the animals used in the game were posted one by one on the Facebook fan page. In just these 2-weeks, they collectively received almost 11,000 likes and over one and a half thousand comments. This boosted the brand's image across the globe.