Expedition: Africa
Key Art, Print, Outdoor, Microsite and YouTube Tie-in
How do you make previously unknown television personalities resonate with viewers while conveying the excitement of Mark Burnett’s Expedition concept? We used printing effects reminiscent of classic comic books to “undefine” the stars, create a mood of adventure and connect with the younger audience History® has rapidly been winning over.
The digital component of the campaign allowed us to introduce a new way of engaging History fans. Questions could be uploaded to YouTube at any point before or during the show’s run. Selected videos were collected in YouTube playlists and answered by one of our four cast members. These videos were also embedded in the microsite and updated as the show progressed to reference key points in the journey.
Microsite and YouTube Tie-in
Key Art Construction
