With a name like Animal Planet it’s no secret we have programs about animals. But people might not always know what kind of animal programs. The tagline Surprisingly Human, developed by Discovery's Creative Agency in the US, successfully reflects the nature of the programming and offers two key insights:
1) Animal behaviour is a lot like Human behaviour. 2) Animal Planet is about more than just animals.
One thing that makes animals so fascinating and relevant to us is that their behaviour is so similar to ours. Building on our award winning 2012 animated identity, we evolved it to include surprising live action moments and framing them in the the logo, where the unruly M normally sits. The idents were created after an extensive search through our own archive of footage – allowing us to produce a large number of sketches featuring real animals caught in remarkably human acts – whether it’s snow monkeys relaxing in the hot springs of Nepal or the Bird of Paradise dancing on a branch in the tropical rain forest. The soundtrack adds wit providing a cinematic human angle.
The work was created in collaboration between Discovery Creative London and the Discovery Agency in the US.