National Geographic Channel: Live Curious
National Geographic Channel launched their first-ever global campaign “Live Curious”.
In 2007 national geographic Channels International and National Geographic Channel U.S. made a joint venture. Since that day they have been collaborating in developing a consistent, cohesive message for worldwide use. Result is the “Live Curious” campaign. It will be rolled out between November 2009, and March 2010 in 166 countries and 34 languages.
Rafael Sandor, Executive Vice President of Creative & Marketing for National Geographic says: “Live curious” is about exploration, pioneering and questioning, which captures National Geographic’s shared spirit. No matter what country you live in or language you speak, this message to “Live Curious” hits close to home.
The ‘Anthem’ spot was filmed in 40 locations around Cape Town (South Africa) and Inhambane (Mozambique), it took them over two months. More than 30 people appear in this ad, with 25 different voice overs reflecting voices from all around the world.
After the jump you can read the text of this spot, you can also see two other 20second spots
If Anthem
If you are you breathe. If you breathe you talk. If you talk if you ask. If you ask you think. If you think you search. If you search you experience. If you experience you learn. If you learn you grow. If you grow you wish. If you wish you find. And if you find you doubt. If you doubt you question. If you question you understand and if you understand you know. If you know you want to know more. If you want to know more you are alive.
Replace fear of the unknown with curiosity.
Is it possible to know the truth without challenging it first?
Company: National Geographic Channel
Creative Director: Patrizio Marini
Country: 
Italy
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April 14, 2010
Great ad! I love the anthem. Have memorized it even. NGC, my favourite docu channel!
June 10, 2010
A brilliant global campaign!
August 22, 2010
This is the most annoying campaign I think I’ve ever seen. It’s on a non-stop repeat here in Sweden (alternating languages) and the music alone is enough to drive someone insane. Worst of all, the writing makes NO SENSE poetically or otherwise. PLEASE STOP before I have to cancel our family subscription to Nat Geo – if only to save our brains from this senseless garbage.