Hong Kong, December 1,
2005 - The National Geographic Channel Asia team won three
awards at PROMAX & BDA Asia 2005 held in Singapore on
November 29, 2005.
The Channel's Megastructures on-air promo won the PROMAX
Gold Award in the Best Documentary Promo category and the
Silver Award in the Best Animation category. The program's
off-air creative print campaign won the BDA Gold Award in
the Best Print Campaign category.
The Channel's Megastructures on-air promo is 30 seconds in
duration. The on-air creative execution involved words moving
upwards and sideways forming different elements to show the
construction of a megastructure. The visuals were coupled
with a voice-over stating reasons behind the creation of different
types of megastructures.
The Print campaign creative executions for Megastructures
included print advertising, promotional print collateral,
MRT billboards, bus panels, outdoor-mobile display. The campaign
was targeted to Singapore consumers and viewers, to evoke
a sense of big-ness, curiosity and tune-in. The designs were
aimed to convey a fresh, smart and innovative personality
for the Channel and to communicate the big-ness of the subject
- Megastructures. Our logo was designed so that the word "Mega"
would be larger than life, in the yellow National Geographic
signature color.
For the outdoor designs, we consistently applied the National
Geographic yellow border in surprising ways - prominent, slanted,
or in 2-D, 3-D. We used images of Asia-relevant structures,
e.g. Malaysia's Petronas Towers, Singapore's Esplanade, Hong
Kong's Tsing Ma Bridge. "Big" mediums were used
including double-decker buses, MRT billboards, and an exclusive
mobile/truck display. The MRT billboard design utilized an
extended 2-D yellow border design which extended beyond the
regular billboard size, and the mobile display was a one-of-a-kind
design execution of a 10-tonne lorry-crane truck, carrying
a dual-function heavy-duty construction excavator and a gigantic
National Geographic yellow signature border. The tailgate
of the truck featured a new Megastructures Week Q&A insight
everyday, to arouse the curiosity of the Singapore community
on the subject matter and to provide hints to participants
of the 'live' radio quiz, Mega 8@8 Quiz hosted by the nation-wide
radio station Power98FM.
For print ads, we chose to go with tall vertical and long
horizontal ads to promote our programs on tall structures
and long bridges, respectively. We also placed small tune-in
ads in program listings sections where we used the National
Geographic border in the design to stand out.
Megastructures is a continuing series which premiered on
the Channel's Asia feed in September last year, revealing
the drama, the human interest and the breath-taking technological
innovation behind the world's most impressive buildings.
Together with the three awards won at Promax & BDA Asia,
National Geographic Channel Asia has received a total of 16
awards including four awards won at CASBAA in June in Hong
Kong and six Golds and three Silvers at PROMAX & BDA in
New York in June this year.
About PROMAX & BDA
PROMAX & BDA is a global, non-profit association dedicated
to advancing the role and effectiveness of promotion, marketing
and broadcast design professionals in the electronic media.
It offers the world's premier educational conferences for
promotions, marketing and design executives in electronic
media. The PROMAX & BDA Awards are recognized worldwide
as the pinnacle of promotion and marketing achievement. They
are granted by a panel of industry experts on the basis of
overall creativity, production quality, and success in achieving
its objectives.
About National Geographic Channel
National Geographic Channels International (NGCI) invites
viewers to re-think the way they see television - and the
world - with smart, innovative programming. A business enterprise
owned by National Geographic Television & Film (NGT&F),
FOX Entertainment Group and the National Broadcasting Company
(NBC), NGCI contributes to the National Geographic Society's
commitment to exploration, conservation and education.
Globally, National Geographic Channel (including NGC U.S.
which is a joint venture of NGT&F and Fox Cable Networks
Group) is available in over 265 million homes (including day-part
households) in 163 countries and 27 languages.
Contact details:
National Geographic Channel
Carmen Mak
Tel: (852) 2621 8829
Fax:(852) 2621 8822
Email: carmenm@ngcasia.com
Gorden Li
Tel: (852) 2621-8893
Fax: (852) 2621-8822
Email: gordenli@ngcasia.com
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