Role | Concept & Art Direction, Casting

This campaign was to raise awareness amongst 18-35-year-olds of Nat Geo and increase its association around the subject of Climate Change. So, I came up with #26visions.

The big idea stemmed from what I imagined I would want to see in 2050, when I’d probably be a pensioner and the earth isn’t on fire. From that, we crafted the concept of #26Visions, inviting 26 young people and changemakers to tell us and the Nat Geo audience what their vision is for 2050.

It reached 2.6 million of this target audience, featuring remarkable influencers in the climate change space. Nearly a quarter of a million of our target audience engaged with the campaign (238K), smashing the benchmark of 7% by achieving an overall engagement rate of 9.18%. Our results are an increase of 30% over National Geographic’s own engagement benchmark.