The Brief

The objective was to drive the NGC equity further by giving budding photographers an opportunity to engage in the NGC experience by taking the first steps into the world of editorial photography. We got databases from photography institutes, art colleges and subscription based photographic magazines. And sent mailers to the appropriate TG. The strategy was to use a direct contact mechanism that could be mass produced, easily mailed and YET retain the intrigue and delightful wonder that NGC's Live Curious position encapsulates. Besides of course, communicating the programme.

Creative Execution

The programme basically involves honouring amateur photographers for pictures they have taken or could take with the cult NGC symbol of recognition. In the world of editorial/nature photography there can be no greater honour for any amateur than receiving a nod of recognition from a name that has set the highest standards in the field. The NGC yellow box is a cult symbol. The Learners L sign is a quaint fultural graphic for amateurs in any field.

Describe the creative solution to the brief/objective.

The solution lay in finding an innovative form of foldout using the cult NGC yellow box to also form a Learner's L sign denoting beginners in any field. And it was more relevant here because by opening the L it formed the preview window.

Results

Nat Geo Moment Awards is one of NGC's most well known direct initiatives. Introduced in India only a few years ago, it saw record number of entries this year and widespread awareness of the programme.