National Geographic Partners

McCann New York *Lead Agency

Eric Silver, Chief Creative Officer, North America
Veda Partalo, EVP, Head of Strategy
Savanah Brihn, SVP, Group Planning Director
David Broad, EVP, Head of Communications Planning
Gemma Craven, EVP, Head of Social Strategy
Rachel Aronson, Senior Strategist, Social
Rob Rawley, EVP, Account
Jennifer Prieto, VP, Account Director
Nathy Aviram, Chief Production Officer

We needed a breakthrough idea to promote National Geographic’s first scripted drama about the fascinating life of Albert Einstein, “Genius”.  The objective was to command the full attention of Super Bowl 51's massive audience. Although National Geographic could've simply aired the series trailer, we knew success depended on making Einstein newly relevant for a broad audience. So, we capitalized on prime media placement directly after the half-time show, ultimately paying homage to the lesser known facts about Einstein's life, namely his promiscuous love life and fervor playing the violin.