Discovery Channel Taps Viewpoint Creative For Teaser/Launch Campaign & Visual Branding For Planet Earth Television Event

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Calling it a campaign 'you feel lucky to be involved with,' Viewpoint Creative (http://www.viewpointcreative.com), the advertising agency specializing in lifestyle and entertainment brands with offices here and in Los Angeles, has teamed with the Discovery Channel to create an on air and online tease campaign, long-form spots and a comprehensive visual branding package for one of the network's biggest television events ever -- the 11-part documentary Planet Earth, which began airing March 25.

Calling it a campaign 'you feel lucky to be involved with,' Viewpoint Creative (http://www.viewpointcreative.com), the advertising agency specializing in lifestyle and entertainment brands with offices here and in Los Angeles, has teamed with the Discovery Channel to create an on air and online tease campaign, long-form spots and a comprehensive visual branding package for one of the network's biggest television events ever -- the 11-part documentary Planet Earth, which began airing March 25.
In addition to a signature design look for the entire Planet Earth marketing initiative, Viewpoint also developed the show open and program packaging elements. All of the elements were delivered in HD. Viewpoint also designed the SD promotional DVD (1.2 million units) for the series that was inserted into consumer publications to raise awareness for the mini-series.

"This is one of those projects where you feel lucky to be involved," says Michael Middeleer, Viewpoint Creative Director. "The network is about the joy of discovery and our job was to create a campaign that captures this spirit and generates a buzz for this truly amazing series. It had to create an event type, must-see atmosphere and it had to promise viewers who 'have seen it all' an earth experience that would take their breath away. I think we accomplished both."

A co-production between Discovery Channel and the BBC, Planet Earth is the result of 70 camera operators working for five years in over 2,000 locations using advanced techniques and technology to capture the beauty and wonder of planet Earth. The Viewpoint created teaser campaign uses select imagery from the show and a primal soundtrack coupled with the on-screen copy "You have never felt it ... Like this. Planet Earth." The launch spots, which adopt a more lyrical and majestic tone, take a similar tact while revealing more detailed footage from the series.

"Given the stunning nature of the visual imagery in this series, we decided that the focus of our design had to be on simplicity. It needed to support and frame these incredible images in the most elegant, yet theatrical way," says Joseph Kiely, Viewpoint's Creative Director of Design.

Adds Dan Bragg, Discovery Channel's VP Creative Director: "Viewpoint Creative has been an outstanding partner for this high profile program. The subtleties of a project like Planet Earth required a level of storytelling and surprise delivered in a simple yet majestic manner. Viewpoint really stepped up to help define the uniqueness of this show with passion, great design and a strong editorial approach."

In the end, pure, uncomplicated typography and a single image of earth touched by a corona of the sun capture the core promise of the event: "Planet Earth: see it as never before."

About Viewpoint Creative:
With offices in Boston, MA, and Los Angeles, CA, and 18 years experience, the award-winning creative agency Viewpoint Creative has built a well-earned reputation for its ability to motivate consumers to act with immersive brand experiences. With a commitment to strategic thinking across every conceivable medium, the company has lent its considerable skills to such clients as ABC, Bose, Discovery, Gillette, HBO, HGTV, PBS, Mattel, Sci Fi Channel, and the Wall Street Journal. For more information check out their website at http://www.viewpointcreative.com

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Raymond Ecke
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