Surprisingly Human
When research revealed viewers were more interested in human stories than animal docs, Animal Planet had to shake things up. We created our “Surprisingly Human” campaign to reposition the brand as a more competitive entertainment destination. Our marketing led the way and content followed with more and more shows focusing on the compelling stories of people whose lives revolve around animals. It turned out to be a game-changer for the network resulting in two straight years of uninterrupted growth and a younger demographic.
Surprisingly Human Campaign Key Art
New York’s Times Square Station Domination Launch of “Surprisingly Human” campaign.
Fatal Attractions Key Art with Surprisingly Human Branding
Imagine a Planet Brand Campaign Key Art
This earlier Animal Planet brand campaign positioned the network as a unique destination for “animal passionates.” By highlighting some of the more aspirational differences between human and animal lives, it was an invitation to escape to a more magical world.
