National Geographic

The Challenge – National Geographic’s SharkFest is a highly anticipated event among nature enthusiasts, but there was an opportunity to broaden its appeal and engage a wider audience, including pop culture fans. The challenge was to make the event feel fresh and fun while still honoring its scientific focus.

The Insight – The challenge was to create a campaign that would cut through the noise and generate buzz for SharkFest in a playful yet memorable way. Our strategic insight was to tap into the power of nostalgia and humor by reimagining a beloved pop culture reference, creating a unique connection that would captivate a diverse audience and drive engagement.

The Solution – I led the creation of ‘Thank You For Being a Shark,’ a humorous twist on the classic Golden Girls theme song, set in the deep sea to celebrate SharkFest. This catchy segment paid homage to one of nature’s greatest hunters while evoking nostalgia and laughter. By blending pop culture with National Geographic’s brand, we created a campaign that felt both familiar and fresh, engaging audiences in a fun, unexpected way.

The Impact – The campaign led to a 25% increase in viewership for SharkFest’s premiere and amassed over 10 million views across social media, becoming one of National Geographic’s most successful promotional efforts. The playful homage generated widespread excitement, resonated with both nature lovers and pop culture enthusiasts, and sparked conversations that extended SharkFest’s reach.