National Geographic Promo, Case study WILDLIFE by Leo Burnett Dubai

WILDLIFE

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Released August 2010

Credits & Description

Category: Best Use of Print
Advertiser: NATIONAL GEOGRAPHIC
Product/Service: WILD MONTH
Agency: LEO BURNETT DUBAI
Date of First Appearance: Aug 10 2010
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett Dubai)
Senior Art Director: Rafael Augusto (Leo Burnett Dubai)
Senior Copywriter: Sunny Deo (Leo Burnett Dubai)
Communications Manager: Lara ElBarkouki (Leo Burnett Dubai)
Regional Communications Director: Nicolas Roux (Leo Burnett Dubai)
Media placement: Print - Magazines - August 2010

Insights, Strategy & the Idea
'Wild Month' on National Geographic Abu Dhabi. The programme features a range of Africa's
most dangerous and skilled predators in action.
The objective of the campaign was to create excitement about the show among all TV wild life
lovers

Creative Execution
To show how tranquil moments in the African wilderness can suddenly turn deadly, we
explored the idea of the 'element of surprise'.

We developed a 'fold-to-reveal' press campaign to give readers a taste of the programme,
where 'turning point' serves both as a call to action to turn the page and a change of scenario.

Results and Effectiveness