National Geographic Society and Viewpoint Creative Capture the Spirit of Exploration

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New membership campaign spot speaks to a new generation of everyday explorers.

Capitalizing on user-generated content and illustrating the Society’s commitment to everyday explorers was key to the messaging of this campaign

Viewpoint Creative has recently joined forces with the National Geographic Society to create and execute a joyful new spot redefining the value and benefits of Society membership to a new, digitally engaged community of explorers.

“It was an honor to be part of the evolution of such an iconic brand,” says David Shilale, Viewpoint Creative’s General Manager/Executive Producer. “Capitalizing on user-generated content and illustrating the Society’s commitment to everyday explorers was key to the messaging of this campaign.”

The spot introduces the concept that “we are all explorers,” and highlights the opportunities for current and future members to play an active role in the Society’s mission. By registering at, anyone can connect with National Geographic explorers and photographers in the field as well as with others around the world who share a passion to make difference in the world. They will also receive early access to National Geographic events and discounts at its Store. There is no charge to join.

“We are putting the ‘society’ back in National Geographic Society by inviting people to join us and join together,” says National Geographic’s SVP for Brand Marketing, Dawn Rodney. “This video does a wonderful job of showing how exciting and inclusive what we are doing is. Viewpoint really understood our brand and our challenge, and that’s reflected in the final spot. I think it’s very powerful.”

Utilizing user-generated clips artfully woven together with footage of actual National Geographic explorers, the :60 second spot demonstrates the spirit of curiosity, courage and adventure that resides in all of us. It literally places the activities of professionals and everyday people side by side. Interactive messaging is graphically integrated into the piece showing the many opportunities members have to engage. And the spot uses the “Guster” song, “This Could All Be Yours” as a driving music bed that invites anyone with a hungry mind to get closer and come along for the experience of a lifetime.

“The National Geographic Society makes exploration available to everyone and opens up a rich social experience to its members,” said Viewpoint Creative’s Executive Creative Director Michael Middeleer. “This campaign shows how real people can participate in the great revelations of our world and universe simply by joining the Society today.”

Viewpoint Creative is a unique collection of creative individuals who together form a team of advertising, marketing and design strategists. Headquartered in Boston, MA, the group combines words, images, motion and sound to create evocative and entertaining experiences for partner brands, services and products. Concept to completion, Viewpoint Creative’s focus is results driven screen marketing, from big screen to small screen, mobile or online. Clients include ABC, ESPN, Disney, Hasbro, HBO, HGTV, Microsoft, National Geographic, New Balance and Staples.

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Emily Federico
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