National Geographic: National Geographic

Credits & Description:

Brand NATIONAL GEOGRAPHIC
Entrant NATIONAL GEOGRAPHIC PARTNERS LATAM SAO PAULO
NATIONAL GEOGRAPHIC PARTNERS LATAM Sao Paulo, Brazil Entrant Company
NATIONAL GEOGRAPHIC PARTNERS LATAM Sao Paulo, Brazil Idea Creation
Diego Reck National Geographic EVP
Santiago De Carolis National Geographic SVP Marketing
Alex Mendes National Geographic Executive Creative Director / Copywriter
Estela Garcia National Geographic Production Coordinator / Copywriter
Javier Cistari National Geographic Head of Art
Gabriel Padilha National Geographic Copywriter
Julia Malavazzi National Geographic Copywriter
André Öberg National Geographic Art director
Keryma Lourenço National Geographic Motion Designer
Giorgia Lyra National Geographic Production Assistant
Marcos Petená National Gegraphic Video case editor
Renato Dias National Geographic Video Case Editor
Régis Baba National Geographic Video case sound designer
Synopsis
Televisions use between 5 and 8 percent of the world's residential electricity. According to SEAD, this amounts to 168 terawatt-hours of electricity use annually, producing 27 megatons of carbon dioxide emissions. And while reducing energy consumption is a on going debate for TV manufacturers, Broadcasters have never entered this discussion.
But for National Geographic, the preservation of Earth and a more sustainable way of life are priority subjects - and this lead to a thought: what could a TV channel do to make its content more environment friendly?
The answer was simple: we needed to turn National Geographic in to the first TV channel that can save energy just by being watched.
Strategy
Nat Geo's audience is already composed by people with a strong connection with nature and the planet. Being able to save energy without changing a single thing about their lives was a the perfect strategy to keep them engaged with our content and connected with our channel.
Through promo advertising, we were able to inform our telespectators about the technology and what they could achieve - allowing us to talk with those most interested in saving the world.
Outcome
If every Latin America subscriber of National Geographic watched 1 hour of Green Definition per month, we could save up to 5,4 million KWH. That's enough energy to:
Power the whole country of Congo for 2 days.
Maintain 2043 people for an year.
Run 18 billion of searches on the web.
Keep a led lamp on for over 100.000 years.
and much more.
Content in Green Definition is already been commercialized by Nat Geo, achieving high interested from advertisers and other brands.
And for our consumers, it's a little trade on brightness for a better world. And for a slightly lower light bill: 1 hour watched in green definition save enough energy for you to keep a led lamp for 15 hours on your house.
But the most important: with Green Definition, National Geographic's brand philosophy finally can be reflected on one of our most important assets: our channel.
Execution
Green Definition was tested by UL, the most seasoned certification company in the world, and the results were astounding: the technology has the capacity to decrease up to 54% on some TV technologies.
With tests results in hand, first content in Green Definition was aired on April 22th, International Earth's Day. For a whole hour, the entire National Geographic's Latin America base of subscribers had the opportunity to save up to 54% energy.
For the next few weeks, shows in Green Definition were predominantly aired during night time, as the need for high brightness decrease in low light environments.
The goal is to increase the number of shows aired on Green Definition in the next few months.
Campaign Description
"Green Definition": the first TV resolution that can decrease the energy consumption of your TV. Without downloads, apps or navigating through complicated menus, Green Definition gives to customers the power to save energy just by watching TV.
We developed a dotted mesh that turns off half of the pixels from your TV. For end users, the losses on quality are little: the mesh creates the illusion of a slightly less exposed image, that's perfect to be broadcast at nighttime.
Green Definition can change the standards of the industry about energy saving solutions, and even change the way we produce entertainment content and advertising. E.g.: adverts about energy conscious cars could be aired only in Green Definition, to reinforce its concept.
Brief With Projected Outcomes
Green definition is a project with a global scale, as the energy consumption problem is not particular of any region.