The ABC launches new ABC ‘Yours’ brand position working with Thinkerbell, Melbourne
The ABC has launched its new brand position, ABC ‘Yours’. The ABC is confident and courageous, daring and undaunted and now, more than ever before, and standing strong on its promise to reach out to Australians at every stage of their lives.
Partnering with Adam Ferrier from Thinkerbell in the early development stages, the ABC creative team set out to define and reinforce the ABC’s value to all Australians and to make that pledge through a new brand position. The work was developed by the in-house creative team, ABC MADE, headed up by creative director, Diana Costantini.
Says Leisa Bacon, director of ABC audiences: “The ABC is unique in its ability to unite the nation, facilitate the important conversations and develop the minds of our children. It is a touchstone for independence, trust and quality and the new brand position, “Yours” says just that, we are here for every Australian”.
Says Costantini: “‘Yours” might be a simple word but it certainly carries a lot of weight. It reminds us all, every day, that the work we do is for all Australians. With false facts being rife and commercials masquerading as entertainment, we wanted to find an honest expression and a unique brand position. The ABC belongs to Australia and “Yours” sums that up”.
The new brand position was tested with Australian audiences and was overwhelmingly accepted as reinforcing inclusiveness and differentiating from commercial media.
The ABC offers genuinely inclusive content, products and services that entertain, enrich and inform.
12 Comments
It’s just a poor man’s perfect day for the BBC.
A wide miss.
Feels nice. Captures spirit of abc.
That is a very nice piece of branding work
Strategically and executionally
‘Partnering with Adam Ferrier from Thinkerbell in the early development stages, the ABC creative team set out to define and reinforce the ABC’s value to all Australians and to make that pledge through a new brand position.’
Result:
‘It’s your ABC’ > ‘Yours’
God help us all.
Hi Goldy ever heard of the brutal simplicity of thought? it’s tough. Especially when you work with a big organisation. We’d love to see some of your best?
We’re not connected to the work – but love it.
This is the branding equivalent of stock photography.
@not Goldy
Brutal simplicity of thought, hey?
Well, that applies to the first airing of an idea. So not sure it’s relevant in this case…
Underwhelming.
Adam Ferrier is a genius and the other two guys who work for him must feel lucky to have him as their partner. Inspiring!
Ok I’m a chick and and I don’t have and nor am I a dick.
And I love this.
It’s simple.
It uses the ABC properties.
It’s on brand
It differentiates.
And it’s lovely.
I think the music lets it down a bit..
It is simple, showcases a fantastic selection of talent and is promoting a great product.
Nice art direction too.
I really love it!