Animal Planet Brand Campaign
- Animal Planet
- creative director
- account director
About This Project
Objective: To appeal to a larger audience we needed to communicate that ANIMAL Planet, a network typically thought of as being dog shows and nature docs, is in reality, not that at all. The new Animal Planet is about compelling human stories told in the context of the larger world we share with animals. A daunting challenge.
Solution: We knew we needed a game changer here. So we challenged everything people thought they knew about the brand with a provocative message designed to dispel any preconceived notions about Animal Planet. By telling people "what we are not" we very effectively communicated exactly "what" and "who we are" as a brand. And we wrapped it all up with surprisingly simple but extremely powerful tagline.
Two words: Surprisingly Human.
Results: Early days. Channel's ratings continue to grow; excellent PR coverage by trade and consumer press, increased participation on social media outlets.