Frozen Planet Launch Campaign

Our challenge was to rreate a multi-platform marketing campaign for Discovery’s blue-chip documentary series “Frozen Planet” by leveraging the equity of its predecessors, “Planet Earth” and “Life.”

The campaign officially launched when Discovery Channel aired the :60 tease spot during their #1 Friday night show, “Gold Rush.” Original music was created by Musikvergnuegen.

To bring human emotion to the off-air campaign, we developed recurring hero characters that people could connect with, such as the flying penguin and lone polar bear.

The off-air campaign included billboards, bus wraps, taxi tops, print assets, an iPad app and web banners.