SBS launches major multilingual campaign to support new radio schedule via Joy and Razor
SBS has launched its largest multilingual campaign ever to support the new SBS Radio Schedule, which now features 74 languages across more platforms than ever before, via Joy and Razor, and directed by Pool Collective’s Simon Harsent.
The campaign incorporates light projections to communicate the sense of ‘feeling at home’ that SBS brings to its audiences, by offering news and information about the issues affecting them, in their language. It features sound bites of Amharic, Nepalese, Swahili, English, Thai, Arabic and German and is voiced by SBS’s own Arabic broadcaster, Sylva Mezher.
VIEW THE GREEK AD – SBS0914_Greek_GH_QPC.pdf
VIEW THE ARABIC AD – SBS0914_Arabic_AF_FPC.pdf
VIEW THE VIETNAMESE AD – SBS0914_Vietnamese_CD_FPC(3).pdf
SBS group marketing manager, Katherine Raskob says the campaign highlights SBS’s commitment to engage and reflect the increasingly diverse communities which make-up Australia today.
Says Raskob: “The SBS Radio Schedule reflects the demographics of today’s Australia, and so we wanted to create a campaign to mirror that. It’s important that it resonates amongst communities at a personal level. SBS embodies the role of translator and connector for those from diverse backgrounds and is a vital source of trusted information particularly for Australia’s emerging high-needs communities. With the new schedule, SBS will continue to be the world’s most multilingual broadcaster – something SBS is proud of, and which is captured beautifully in the multiplatform campaign.”
The campaign targets communities with significant populations from non English speaking backgrounds. Running across print, radio, television, and outdoor, it will appear in a range of languages. The campaign is also complemented by the largest multilingual publicity campaign SBS has ever undertaken, with media material and other promotional collateral created in each language broadcast.
The campaign follows the first major review of the SBS Radio Schedule in over 18 years, and is set to run until June.
Client, SBS
Erica Green, Marketing Manager
Nikita Jacka, Communications Specialist
Agency: JOY
Christy Peacock, Executive Creative Director
Emma Clegg, Writer
Blair Kimber, Art Director
Sarah Cowen, Agency Producer
Corinne Porter, Agency Producer
Alex Tracy, Senior Account Director
Tim Stuart, Account Director
The Pool Collective
Simon Harsent, Director & Photographer
Simon Ozolins, DoP
Cameron Gray, Producer
Sarah Williams, Production Manager
Janai Anselmi, Art Dept. and styling
Editing – The Editors
Laurence Van Camp, Editor
Yoomin Lee, Grade
Adam Archer, Flame and online
Daniel Fry, Post-producer
Song Zu – Music and sound design
Lindsay Jehan, Composer
Myles Lowes, Sound Design
Trelise Caughey, Post Producer
Other credits
TDC – projection production
Retouching – Cream Studios
Projection Images – A combination of many talented directors and photographers who have contributed to SBS
1 Comment
It looks like a farkin mess. If I hadn’t read ‘The campaign incorporates light projections’
I wouldn’t have known that’s why. And I still don’t care. And the punters will just look at it and think ‘Wtf is going on there?’
Execution over idea and neither work.