Planet Green was rebranded as Destination America in May of 2012. Our team was approached with the task of finding a way to announce it to the public. We tried to think of something American that could be used to represent the wide range of programing this new network would be home to. Some original concepts included representing the network as a newborn. During one of the brainstorms someone jokingly said: “We should just put a giant hamburger. Or a hotdog, and say ‘the network with everything on it.’” And with that, our campaign was born.