Discovery Network asked us to generate awareness for Croc Week, their week-long series on the world’s most dangerous animals – crocs, tiger sharks, leopard seals and snakes. The target audience was adults, aged 25-54 years, a group that reacts to buzz, and needs high awareness to tune in. One of the best ways to reach them is while they are in a TV-viewing mindset. To help drive awareness and viewers, we developed a creative campaign that brings the dangerous and adventurous tone of the show to life in the online space with compelling, 'comic book' interactive ad units that include video.