ABC News is trusted. That’s high praise these days. Leo Australia has built on Australia’s belief that it is committed to impactful, high-quality journalism, with a campaign imperative – Keep Asking, a statement about ABC News journalism and an invitation to Australians to do the same.
With media fragmentation, disinformation and misinformation muddying the information landscape, Keep Asking puts the spotlight back on the fundamentals of good journalism – rigour, relevance, courage and public interest. The campaign reminds Australians that its newsroom is unafraid to ask difficult questions, hold the powerful to account, follow the facts wherever they lead and deliver curious and fearless journalism.
Milla McPhee, ABC director of audiences, stated, “Asking hard questions has never been more important, but never more at risk. Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public. It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered.”
Tommy Cehak, ECD at Leo Australia, added, “We made the deliberate choice to build sets and capture almost everything in-camera to reflect the honesty and integrity at the heart of ABC News. The work is direct, provocative and stripped back because, as ABC News demonstrates every day, it isn’t just about the questions you ask but also the ways in which you ask them.”
The full campaign covers TV, OOH, social, digital and radio.
Credits
Client: ABC
Director, Audiences: Milla McPhee
Acting Head of Marketing: Rebecca Robertson
Group Marketing Manager, News: Natasha Nolland
Head of ABC Made: Kyle Hugall
Head of Media: Sally Phelps
Marketing Manager: ABC News: Jillian Reeves
Marketing Specialist: ABC News, Eliza Storey
Media Planning Lead: Rachel Brown
Designer: Sally Hong
Production: ABC Made
Creative Agency: Leo Australia
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Creative Directors: Stacey Karayannis & Michelle Walsh
Associate Creative Director: Rosie Stone
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
CEO: Clare Pickens
CSO: Catherine King
Group Business Director: Gemma Cox
Senior Business Director: Thomas Smyth
Senior Integrated Producer: Holly De Roy
Production Company: Scoundrel
Director: James Dive
Executive Producer: Adrian Shapiro
Producer: Tessa Simpson
DOP: Aaron McLisky
Production Designer: Loretta Cosgrove
1st AD: David Letham
Photographer: Sean Izzard
Casting: Michelle Clancy at Ben Parkinson
Offline: Adam Wills
Grade: Matt Fezz
Online: Viv Baker
Sound House: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie
