SBS: six to seven billions stories and counting…
A story is represented as a sperm in a new brand campaign SBS created by US and Razor Sydney.
The campaign introduces the line ‘Seven Billion Stories and counting’ – replacing the old ‘Six Billion Stories and counting’ line – to coincide with the population of the world reaching 7bn on Monday 31 October.
http://youtu.be/22JgKWTpU-c
The production budget for the entire campaign, including TV, was around $200,000, with “very little spend on external media”, according to Jacquie Riddell, director of marketing at SBS.
“Our brand is in great shape and our audience is telling us our branding is a great way to sell what SBS provides,” said Riddell. “Since launching ‘Six Billion Stories and counting…’ three years ago, audiences now view SBS as braver, creative, relevant, and intelligent. As a true multiplatform broadcaster we are well positioned for the changes taking place in the media marketplace with a brand that is built to last.”
The campaign will be translated into Arabic, Dinka, the language of the world’s newest nation, South Sudan, and Aboriginal language Yolngu Matha. It will translated into 15 languages for SBS Radio.
Credits
US Sydney
Josh Moore – Executive Creative Director
Chad MacKenzie – Creative Director
David Roberts – Copywriter
Tim Chenery – Head of Art
Marc Bauche – Art Director
Animal Logic
David Scott – Director
Guido Wolter – Lead Compositor
Andrew Lodge – 3D Supervisor
Tyrone Estephan – Producer
David Burrows – Editor
Jam Music –
Hylton Mowday
Andrew Stevenson
Gilimbaa –
Amanda Lear – Managing Director
Riki Salam – Creative Director
SBS
Olivia Meredith – Head of Design Susan Danta – On-Air Package designer
Robot DNA
Dana Rayson- Idents/bumpers designer
nice creative, however why does SBS only ever speak with their existing audience?
wouldn’t it make more sense to speak to punters who don’t watch – get them to take another look and start including SBS in their consideration set?
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Beautiful creative, great job US/Razor!
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cool, great script
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Great job
Congratulations to the creative team
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This is absolutely horrid. What a shame SBS.
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Errrmm – the world’s population is unlikely to reach 7bn on Oct 31, it’s just that the UN’s best guess will hit that level on that date. Even they don’t actually think it’s particulary accurate – just less inaccurate than other estimates. It’s not like they have everybody on the planet’s names and addresses.
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Awesome, 7 billion stories and counting … and only 7 people in Australia watching SBS. Well done tax payer funded television station
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I kinda like the idea, but this is so poorly directed. And overall feels a tad underbaked. I wonder if there were money/timeframe issues at play. Could have been awesome but leaves you feeling just a bit…..meh?
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