The concept for this campaign was inspired by circuit boards and my love of typography. I decided on a more "slogan-based" approach for this campaign, rather than our usual photography-based banners. This campaign was new and different, and I decided that a different approach was relevant.
Banners feature hand-drawn typography, while other collateral such as decals, signage, t-shirts and digital collateral (including website banners and EDMs) were similarly themed. T-shirts are screen-printed in neon green ink.
This campaign resulted in a huge increase in sales for Australian Geographic and was considered a great success. The campaign with the same collateral will be run for three years in a row this year.