Steel Blue Boots campaign by BBAM amongst eight Australian brands in the running for $1m of airtime in SBS Diversity Works Challenge

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SteelBlue_LOGO.jpgSBS has announced eight finalists in the 2017 Diversity Works Challenge to pitch their advertising campaign to a panel of industry experts and diversity advocates for the chance to win one million dollars of free airtime across SBS TV and digital assets.
Among the shortlisted entries is Steel Blue Boots by Perth agency BBAM. They will go up against KWP! for Surf Life Saving Australia, Starcom for Farmers Union Greek Yoghurt, Marmalade Melbourne for the Stroke Foundation, Ikon Communications for Barnados Australia and Carat for Holden, Medibank Private Health Insurance and La Trobe University.

SBS Director of Media Sales Andrew Cook said: "We're thrilled with the response we've received to the Diversity Works Challenge. The eight shortlisted ideas have integrated Australia's diversity into the fabric of their campaign concept, while achieving the brands overall marketing objectives, demonstrating that thinking with diversity works.
"With nearly a third of our population born overseas, SBS wanted to encourage the advertising industry to reflect contemporary Australia. As one of the most multicultural and multilingual nations, and we believe the Diversity Works Challenge delivers on SBS's purpose to inspire Australians to explore and celebrate diversity."
Opening in January, SBS Media's new initiative called on Australia's most creative minds to develop an advertising campaign that demonstrates diversity and, in doing so, reflect today's Australia.
The shortlisted entrants will pitch their campaign to:
  • Executive Director of the Australian Multicultural Foundation and Chairman of SBS Dr Bulent Hass Dellal AO
  • Founding Member and former Co-chair of the MEAAEquity Diversity Committee and  Director of Pearly Productions Pearl Tan
  • Founder and Content Director of Mumbrella and creator and curator of the annual Mumbrella360 conference Tim Burrowes
  • Founder of research company Pollinate, Director of advocacy agency Social Soup and Non-executive Director for Planet Ark Howard Parry-Husbands
  • Chief Executive Officer of the Sydney Gay and Lesbian Mardi Gras Terese Casu, NITV Channel Manager Tanya Orman
  • and SBS Director of Media Sales Andrew Cook.
The winner will be announced in May, giving the brand or agency three months to produce the advertisement before it premieres in primetime on SBS before the end of 2017.

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