Nat Geo Wild and 2C Media Serve Up 'Friendsgiving' in Fun Campaign for Holiday Programming Stunt11/20/2012 1:03 PM Eastern
Nat Geo Wild and 2C Media have collaborated on a promotional campaign designed to help serve up “Friendsgiving.” Kicking off Friday, November 23 at 8 p.m. and continuing throughout the holiday weekend, Nat Geo Wild’s Friendsgiving is a special programming stunt featuring brand-new episodes of Unlikely Animal Friends and a special Cesar Millan: The Real Story, starring man’s best friend’s best friend Cesar Millan.
The Friendsgiving promotional campaign stars two unlikely furry pals: a Border Collie and Capuchin monkey. Involving extensive animal coordination, the live-action shoot was designed to capture a fun, campy holiday scene in which animal “friends” enjoy a traditional Thanksgiving feast followed by a little post-meal TV. Campaign elements include a 30-second spot, several custom bumpers and a teaser video created for maximum online sharing. Watch the promo here.
“Our goal with this campaign was to illustrate the ‘animal friendly’ nature of this Nat Geo Wild stunt while drawing potential viewers across networks,” explains Andy Baker, SVP/Group Creative Director for National Geographic Channels. “We were excited to collaborate with 2C Media on this project and they didn’t disappoint.”
2C Media worked from and built on an original concept provided by Nat Geo Wild, adding several new elements, including the Macaw that lifts the lid of the platter to reveal network tagging information. Music and special effects punctuate the fun, campy feel, and everything was filmed on a custom-built set more accommodating to the animal stars.
“By nature, monkeys and dogs are not friends, so it took several weeks to train this pair to do the tricks that they did, not only in the main spot, but also for the bumpers,” said 2C Media President & Co-Founder Chris Sloan. “After training together, however, our furry stars actually had a connection, which helped contribute to a smooth shoot and excellent results.”