The National Geographic Channel has chosen to occupy a territory that makes it more than just entertainment – it is entertainment that engages you intellectually. In other words, it makes you think. The goal was to devise a spot that would engage and stimulate the audience. Working to the global strapline ‘Think Again’ they searched for facts that were not just trivia, but that had some bearing on issues that affect us all. They were also charged to come up with executions that would make the channel stand out from its competitors. Seeing one of the world’s busiest cities devoid of people, but for one lone diner has a fascination for all audiences. Making Manhattan look empty on a limited budget was achieved with a guerrilla approach to filming and some very early starts.
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