National Geographic Kids Magazine has launched a new print campaign that injects new life into the brand’s long-standing “Edu-tainment” strategy. Nikki Ruttimann, Publisher for NG Kids Magazine, challenged FoxP2 to find an angle that would appeal to both parents and kids alike.
Created by Art Director Brendan Hoffmann and Copywriter Kenneth van Reenen, the campaign tells readers that school can’t teach kids everything and delivers the message in a fun, light hearted way that is true to the brand.
“We wanted to show the magazine contains a wealth of knowledge that can’t be found anywhere else. The campaign shows humorous situations where kids have landed up in sticky situations that require a little help from National Geographic Kids Magazine.” says van Reenen.
To further its appeal, Hoffmann was keen to team up with award-winning illustrator Patrick Latimer. “Using Patrick was a no-brainer. He really gets humour and brings it across in such a unique style” he adds. Patrick Latimer is a Cape Town based illustrator and cartoonist. After several years working as an art director at some of Cape Town’s large advertising agencies, he made the jump to full time illustration. His work has been recognised by Lurzer’s Archive and was included in their 200 Best Illustrators Worldwide 2008 and 2012.
The campaign is currently running across Media 24’s stable of English and Afrikaans publications and recently received a first place at Creative Circle’s Ad of the Month.
“In a digital age where publications are closing down left, right and centre, we’re proud the creative work we’ve done for National Geographic Kids Magazine over the last eight years has kept the brand top of mind with consumers and media buyers alike, ” says FoxP2 Executive Creative Director, Justin Gomes.