​Nat Geo People took the cover off its new on-air identity and brand campaign Thursday, emphasizing what they say is the most fascinating thing on earth: people.

The new campaign will launch in Australia, Italy and Germany, before rolling out in 50 countries across Europe, the Middle East and Asia.

In the 45-second launch spot, viewers see quick tag lines superimposed over images of subcultures and communities from around the world, including fishermen, night market diners, pageant queens, and bull fighters.

National Geographic Channels International’s marketing and creative teams in Washington, Rome and Buenos Aires developed the concept for the campaign. The network says that assets will be customized for local territories to better reflect audiences and programming.

Nat Geo People programs that feature in the new campaign include “David Rocco’s Dolce Vita,” “Food Lover’s Guide to the Planet,” Ladyboys,” and “Hook, Line & Sisters.”

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