Pedro Araujo e Ca/National Geographic Portugal To promote the Portuguese edition of NGM by capitalizing on the fact that the April issue’s cover is about the finding of the Afghan girl photographed by Steven Curry 17 years ago.

To give the brand more notoriety.

To increase sales. It was an total new use of this media. Holographic posters had never been done before. The street posters “moving” were a first in Portugal and they had such an impact that we required only 60 positions to get the most results. The positions were carefully selected to take advantage of places where more people walked avoiding high car traffic places. The Media team suggested the creative should explore this technique. This technical approach was especially relevant for this piece of communication. The first photo of the afghan girl is famous around the world and days before the magazine was out, the media had covered the finding of the girl and the fact that the same photographer, was going to photograph her again. So it was very relevant to use a technique that allows us to see simultaneously the before and now of the afghan girl. The impact on the pedestrians was tremendous. People on the street would stop and move in front of the poster to see it change from one to another. It should be a winner because it was not only relevant for the brand but it also had an incredible impact on consumers and above all it increased sales to more than 10.000 magazines that month.

The Media team suggested the creative should explore this technique.