On its 50th birthday, Australian public broadcaster, SBS, wants to remind people of what makes its distinctive in Australian media. It goes where others dare not tread. Droga5 ANZ, part of Accenture Song, has turned that into a provocative campaign, leading with a film that can only be shown on SBS.
Watch with care. NSFW:
The provocative film and the larger campaign were directed by Damien Shatford from The Sweetshop, and executions cover television, outdoor and digital. Outdoor creative leaves everything to the imagination, featuring bold headlines that hint at the inimitable content on SBS On Demand. All content lives up to SBS’s boast. We Go There, and reinforces SBS’ role as the network that continually dares to push the envelope, in a landscape where other networks and streamers offer generic and often homogenised content.
Jane Palfreyman, chief marketing and commercial officer at SBS, stated, “We know many Australians affectionately, if not jokingly, think SBS stands for Sex Before Soccer… and we’re okay with that. This campaign acknowledges that legacy, as well as the place of trust that SBS has built in the minds of millions of Australians. Amid the intense competition in the streaming sector, this campaign acknowledges there are still some TV shows that really stand out – and these can only be found on SBS On Demand.
“While the creative is playful, clever and encourages audiences to reappraise our brand, we’ve also thought carefully about how we show the various creatives in this campaign, in line with our standards and audience expectations.”
Tara Ford, former chief creative officer at Droga5 ANZ (now CCO at Droga5 London), stated, “This campaign is more than just provocative, it has all the DNA of SBS. Every scene represents something you’ll see on the platform that you won’t see anywhere else. Even the format, creating an ad that can’t be seen everywhere,brings that idea to life.”
Credits:
Client: SBS
Chief Marketing and Commercial Officer: Jane Palfreyman
Head of Creative: Joel Noble
Head of Marketing and Media: Uma Oldham
Project Lead: Becky Honey
Marketing Manager: Lauren Phelan
Creative Manager: Peter Jeffs
Producer: Amanda Galkin
Agency: Droga5
Chief Executive Officer ANZ: Matt Michael
Chief Creative Officer APAC: Tara Ford
Chief Client Officer: Belinda Drew
Executive Creative Director: Barbara Humphries
Creative Directors: Sam Dickson & Cameron Bell
Associate Creative Directors: Lennie Galloway &Thomas Gledhill
Head of Strategy: Ben De Castella
Senior Producer: Elliot Liebermann
Senior Business Director: Samar Karim
Production Company: The Sweetshop
Director: Damien Shatford
Producer: Allison Lockwood
Co-Managing Directors: Edward Pontifex & Greg Fyson
Executive Producer: Kate Roydhouse
DOP: Ross Giardina
Art Director: Mile Pitt
Casting: Danny Long Casting
Stills Photographer: Michael Malherbe
Editorial: ARC
Executive Producer: Daniel Bradford Fry
Producer: Sally Quade
Editor: Lucas Baynes
Assistant Editor: Amelia Pieri
Colourist: Fergus Rotherham
Online Artist: Richard Lambert
Colour & Online Assistant: Max Wyld & Christian Misuraca
Music Creative Director: Adrian Sergovich
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
Media Agency: Hearts and Science
Group Business Director: Blake Power
Account Director: Oliver Woodrow
