As people grow older, they often lose touch with the passions and experiences that once shaped them. National Geographic Expeditions invites them to reconnect with those roots and rediscover the parts of themselves that never truly left.
Visit the places that never leave you.
Art Director: Linh Vu // Copywriter: Emma Clarke
experiential
As third spaces disappear, people are searching for places to share the interests that make them who they are. National Geographic brings those obsessions outdoors through monthly gatherings centered around shared curiosities, like stargazing. Led by Nat Geo experts, each experience turns casual interest into deeper exploration. By creating spaces for curiosity and connection, National Geographic becomes the brand people associate with exploring the world together.
National Geographic creates real-world spaces for people to reconnect with the curiosities that make them who they are.
Social
The insight is simply: Gen Z is romanticizing aesthetics and identity online, so the outdoors needs to feel culturally “cool” again. National Geographic can tap into this by turning its iconic archives into short-form edits that make the outdoors feel aspirational again. The goal is to make exploration part of Gen Z’s visual culture, so when they think outdoors, they think Nat Geo.
awards:
2025 AAF District 10 Addys - Gold
2025 AAF Dallas Addys - Gold
2025 Young Ones Shortlisted
2025 Graphis International New Talent Annual - Gold
