Our objective was to create something that stood out, was lasting, encouraged interaction, and continually educated about the different TV shows in the relevant months that they aired. We designed a calendar, a perfect way to keep portraying our program variety over the year. The calendar was not only functional, it was engaging, every month, people had to play with the calendar, and assemble a new desktop model. This interaction allowed them to learn about a different TV show, its air date, and as a result could appeal to their media planning and buying.

Our challenge was to be considered by a niche audience, media executives, all year round, so we required more than just a one off message. Our objective was to create something that stood out, encouraged interaction and continually educated them about the different TV shows in the relevant months that they aired.

We designed a calendar, a perfect way to keep portraying our program variety over the year. Building on the National Geographic brand belief in 'education through entertainment', the calendar was not only functional, it was engaging: every month, people had to play with the calendar, and assemble a new desktop model. This interaction allowed them to learn about a different TV show, its air date, and as a result could appeal to their media planning and buying.

Eight hundred copies of the calendar were sent out to a prominent list of media executives, they proved so popular in the offices we received requests for more. Due to this unforeseen demand we reproduced 400 additional copies. Today, a total of 1200 calendars on desks are proudly displaying National Geographic Abu Dhabi's diverse range of TV shows.