BACKGROUND

The National Geographic TV channel launched in April 2017 its first series, Genius, based on the life of the more than well-known physicist Albert Einstein.

NEED

To promote the series, National Geographic asked us to generate a creative concept that would be translated into two promotional audiovisual pieces.

The objective was to reach a young target through the diffusion of the pieces through Facebook.

PROPOSAL

To draw the attention of our audience, we turn to those lesser-known aspects of the physicist’s life, and we focus specifically on one: Einstein did not wear socks. After all, he was always a genius from head to toe.

We created three audiovisual pieces to create buzz on social media before the premiere and launched the hashtag #GeniusWithoutSocks, encouraging people to share photos of their feet with shoes, but without socks.

RESULTS

• More than 1.5 million views
• 27,000 interactions
• Hundreds of posts with the hashtag #GeniusNoSocks.