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SBS draws on national anthem to promote new documentary series

punchbowl 2SBS has kicked off a new campaign to promote its new TV documentary series ‘Once Upon A Time in Punchbowl’, a series telling the story of how the Lebanese community found their place in multicultural Australia.

The campaign, conceived and designed by SBS’s in-house creative team, features one face split into two – with one half of Lebanese origin and the other of Anglo Australian origin to highlight the key theme of the documentary series, the question of identity.

The TV promo, central to the campaign, uses the second verse of the Australian national anthem – “For those who’ve come across the seas, we’ve boundless plains to share” – juxtaposed against a backdrop of media coverage highlighting strained Anglo-Lebanese relations in Australia.

SBS Group marketing manager Katherine Raskob said in a statement: “SBS is keen to ensure the marketing for this landmark program is in keeping with its history of developing campaigns which are both provocative and compelling in the way they reflect the nature of the stories SBS has a tradition of telling, that no other broadcaster can or will.”

The multi-platform campaign consists of a TV promo, billboards on bus and railway shelters and other outdoor ads throughout Sydney, Melbourne and Brisbane.

SBS creative director Nol Davis said in a statement: “To match this daring commissioning, the creative took on the big themes of national identity, face values and the human need to belong. It is marketing with risk and relevance that reaffirms SBS’s core values with what it means to be a modern Australian.”

The campaign launched on SBS TV last week and will continue to roll out during December and January in the lead-up to the series premiere at 8.30pm 7 January on SBS One.

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