The Muckspreader
National Geographic is a titan of the industry. But titans don't know how to speak in the language of trolls. How might Nat Geo connect with Gen-Z through their absurd sense of humor?
Brand:
National Geographic
Role:
Creative strategist & designer
Category
Brand innovation, design
FULL DISCLOSURE
This project was initially the product of an experience design prompt, in which I was challenged to design an activation "around a plant or animal".
I picked my favorite animal, the hippo, and pitched the idea of The Muckspreader as a standalone publication.
Wanting to build out the concept out more, I then worked backwards to identify a brand that aligned with the idea and developed a strategy that would tie the two together.
This started with conceiving the following ask as though it was posed by National Geographic.
National Geographic is known for its globally-esteemed, visionary storytelling. It is a trusted authority on information about society, culture, and the natural world.
However, it's a little too buttoned up for Gen-Z.
Source: Oxford University Press.
THE MUCKSPREADER
The Muckspreader is a digital publication that shares absurd, satirical stories about the animal kingdom in the style of a gossip magazine.
Brought to you by hippos.
Literally. When they poo, they shake their tails vigorously and spread their feces all over the place. This is called muckspreading.
So if hippos are sh*t spreaders, doesn't that makes them the animal kingdom's biggest gossips. And what's more Goblin Mode & Gen-Z than gossip?
DIGITAL
Gen-Z are digital natives. While Nat Geo has a storied history of print publications, we'll focus on digital to maximize impact with our target audience.
Gen-Z is highly active on Instagram, in fact nearly 80% of the population has at lease one account. The Muckspreader will be most active there, as this sense of humor is best served dry (static and plain).
The Muckspreader's design is also simple, with high impact. Minimalistic cartoons create an absurdist tension with the sarcastic tone. I took inspiration from the New Yorker's Instagram, along with @celebsonsandwiches.
MICROSITE
For the Muckspreader's most dedicated fans, a microsite will feature full stories for each Instagram post.
National Geographic is now owned by a major corporation that could also use some goblin mode. They also happen to specializes in activations.
ON DISNEY
In 2019, Disney bought National Geographic.
Like National Geographic, Gen-Z's perception of Disney is mixed.
Unlike National Geographic though, Disney catches heat for being too childish and ~cringe~. The first rule of fight club is now famously "Don't let anyone know you're a Disney adult".
Disney specializes in bringing meaningful experiences to life - which Gen-Z loves. How could Disney and National Geographic go goblin mode and work together to bring the Muckspreader to life?
The Muckspreader is a secluded, speakeasy bar designed for gossiping Gen-Z. Imagine an adult Rainforest Cafe*.
*User testing demonstrated that Gen-Z's propensity towards nostalgia has prepared them for this.
ON LOCATION
The Muckspreader is located in New York City.
Mostly because New Yorkers talk more sh*t than anyone.
But also because adult Gen-Zers are moving there in droves.
What I learned.
More than anything, this project was an opportunity to have some fun. It was really cool to see what was initially just a weird, silly idea, actually find a place in the world. To be able to justify the idea with strategy that spoke to a real business need of National Geographic was really exciting as well.
Lastly, this project gave me the opportunity to think, write, and design in a way that felt super authentic to who I am as a creative and as a person. I tend to lead with my sense of humor socially, but it often has to be buried for more serious work. That being said though, this was probably one of my best received pieces at the Brandcenter.
I think the lesson there was that humor has to be strategic. When used intentionally, it has the ability to really cut through the noise and get through to people.