SBS brings audiences a world of difference in new brand positioning and creative campaign

Screen Shot 2019-02-08 at 7.13.09 am.jpgSBS has unveiled its new brand position, a world of difference, encouraging all Australians to embrace and celebrate difference, and reinforcing SBS's commitment to contributing to an inclusive society.
 
Says Jane Palfreyman, director of marketing, SBS: "As we've grown up as a nation, so too has SBS, speaking to and representing all Australians. Along the way, we've become one of the most trusted Australian brands and an ingrained part of this country's culture.

"Our new brand identity reflects SBS's evolution while beautifully articulating our fierce dedication to go beyond simply showcasing diversity to celebrating our collective differences. We want to live in the skin, walk in the shoes of others, because we believe it actually makes for better entertainment."
 
The new creative direction takes a more inclusive approach to addressing audiences, making SBS's diverse content offering instantly recognisable across television, radio and online. A fresh look and feel features a visual system of subtly moving layers combined with a colour palette inspired by the natural world.
 
The new SBS brand identity will roll out across the network tomorrow, just in time for Eurovision- Australia Decides, which will broadcast live Saturday 9 February, 7.30pm AEST from the Gold Coast.
 
A marketing campaign will introduce the new SBS brand position to audiences, reflecting SBS's proud heritage and encouraging Australians to explore the world through great entertainment.
 
Featuring Janice Petersen from SBS World News, sports commentator Lucy Zelić and Destination Flavour's Adam Liaw, the campaign highlights the network's distinctive offering across news, sport, drama, documentaries, food and languages. It will run across SBS's owned channels including television, online and social platforms.
 
The updated brand was developed and created internally by SBS.
 
Director of Marketing: Jane Palfreyman
Head of Creative: Joel Noble
Head of Group Marketing: Uma Oldham
Head of Publicity: Jo'an Papadopoulos
Creative Manager/Art Director: Kurtis Richmond
Creative Managers: Matt Coe, Oliver Holme, Derek Best
Head of Presentation & Promotions Planning: Chris Page
Lead Producer: Carley Edmonds
Project Executive Producer: Dillon Hicks
Channel Producers: Kirsty Turner, Kate Fenwick, Lara Parker
Motion Design Lead: Danny Jenkins
Designers: Jesse Dalton, Daniel Evans, Tim Haywood, Brad Chandler, Jason Morice, Juris Malasenkos, Sebastian Phillips, Ben Draisma, Vanessa Meagher, Madeline Dudley, Monica Silvio,
Production Coordinators: Brianna Lawrence, Samuel Wright, Lucy Fuggle, Marika Burdiek, Jessica Higgins
Creatives: Gen Graham, Jamie Benterman, Ben Rudman, Stephen Houteaus, Adrian Chiarella
Director: Gen Graham
Shoot Producer: Jo McNulty-Clark
DOP: Sam Collins
1st AD: Darin Berlin
Publicity: Navjot Kaur, Eva Pitarides
Style Department: Ali Carey, Alex Van Os, Leah Giblin (Assist), Amy Wonka (Assist)
Hair & Makeup: Rina Mico, Leah Taylor, Tina Hessell, Karina Farrugia, Steven Chau and Bek Russell
Audio & Mastering: Bruce Dale, Jeremy Wilmont, Alyn Mykas, Andrew Garcia
Promo Producers: Joe Kenny, Tamzin Langsford, Benjamin Jones
 
External Agency Strategy: Joy
Tone of Voice: The Definery - Greg Logan
External Agency Design: VANDAL
Creative Director - Richard Swan
Brand Line - Steven Thomson
Executive Producer: Anna Greensmith
Senior VFX Producer - Sarah Dicks
Lead Designer - Darrin Hanley
Senior Designers - Robert Dinnerville, Pete Nisnic, Gary Nicholson

13 Comments

Oh Please said:

Really? That's all you could come up with for the music? Obvious music tropes. Feels old sounds dated.

Disappointed said:

Sorry. Doesn't work for me. Not PC enough.

claws said:

ouch. talking heads, cliched music.

Davfa said:

This is a heap of shit.

The line is good. The execution is terrible.

It’s either the result of in-house creatives blowing smoke up their own clacker or strategy / marketing Wayne Carrs getting way more involved than they should.

Superficial, facile crap. Except the line.

Nup said:

Same ol SBS.

None of the above said:

Nice job Vandal

Toneless Voice said:

Well, I've never seen a credit for Tone of Voice before, so tip of the hat to Greg Logan.

These ads look exactly like the campaigns agencies produce for government pitches when they know they will chosen by research.

In fact change the words slightly and you have the current work for Tax Reform and Small Business. Whack a Home Affairs logo instead of SBS at the end and you have the winning work for a recent immigration pitch.

This is not a compliment.

It's the lamest execution of 'A World of Difference' I can imagine.

There is an old saw about show don't tell the 232 people responsible for this might want to consider.

KEEP YOUR KNEES TOGETHER said:

KEEP YOUR KNEES TOGETHER. YOUR BRIEFS ARE SHOWING.

CLEVER WORDPLAY DOES NOT COVER A HEAVY HANDED STRATEGY. NO ART TO THIS AT ALL.

MASSIVE MISSED OPPORTUNITY. NEXT TIME, GET A CREATIVE TO WRITE THE SCRIPT, NOT A WANNABE PUN ARTIST.

Boring. said:

Boring.

claws said:

very interesting, the credits have been edited to remove Zu and 'music direction'. why?

SBS said:

Marc Funnell is the biggest narcissist on TV and he's the only person on SBS without any of the charm to back it up.

Ramesh said:

Hey Claws thanks for your interest in this. We didn't do the music on this promo film. We did the music for the actual station branding. When it's online, we will be happy to promote it we are very proud of it.

claws said:

Fair enough, hope it's a lot better than this.

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