Sbs Design & Branding THE SEVEN BILLIONTH STORY by Us Sydney

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Australia
Agency Us Sydney
Director David Scott
Executive Creative Director Josh Moore
Creative Director Chad Mackenzie
Copywriter David Roberts
Creative Marc Bauche
Producer Tyrone Estephan
Editor David Burrows
Released August 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: SBS
Agency: US
Executive Creative Director: Josh Moore (US Sydney)
Creative Director: Chad Mackenzie (US Sydney)
Copywriter: David Roberts (US Sydney)
Head Of Art: Tim Chenery (US Sydney)
Agency TV Producer: Trelise Caughey (US Sydney)
Creative: Marc Bauche (US Sydney)
Senior Account Director: Kirsty Reynolds (US Sydney)
Production Company: Animal Logic (Animal Logic)
Director: David Scott (Animal Logic)
Producer: Tyrone Estephan (Animal Logic)
Lead Compositor: Guido Wolter (Animal Logic)
3D Supervisor: Andrew Lodge (Animal Logic)
Editor: David Burrows (Animal Logic)
Narration: Caleb Lewis (Caleb Lewis)
Production Company: Jam Sydney (We Love Jam)
Composer: Hylton Mowday (We Love Jam)
Sound Designer: Andrew Stevenson (We Love Jam)
Director Of Marketing: Jacquie Riddell (SBS)
Group Marketing Manager: Katherine Raskob (SBS)
Head Of Design: Olivia Meredith (SBS)
Media placement: Broadcast Ident - On Air - All SBS Channels - 31st October 2011 - Current

Describe the brief from the client
SBS wanted to launch an on-air campaign that coincided with the 7bn world population milestone. The aim was to bring to life the new positioning line ‘Seven Billion Stories & counting…’ in a positive and thought provoking way.

Describe the challenges and key objectives
As Australia's only multicultural broadcaster, the role of SBS is to share the world’s stories with every Australian. We were tasked with re-branding the network and creating a campaign that celebrated the diversity of human culture.

Describe how you arrived at the final design
The microscopic journey of a sperm to the egg mirrors humanity’s journey to 7bn. Each landscape represents different stages of the human experience. The constantly evolving sperm travels through nature, war, industrialisation and love before finally reaching the egg to become the 7 billionth person/story. The landscapes were inspired by each theme, and deliberately contrasted realistic and abstract visual elements. Distinctive colour palettes also helped to convey the emotional journey of the sperm.

Give some indication of how successful the outcome was in the market
SBS’s standpoint was provocative. Instead of focusing on the negatives like other media, we choose to use the population milestone to reflect on humanity's great potential and celebrate its diversity. It generated a hugely positive reaction from loyal viewers and lots of discussion throughout social media and the broader community. The campaign reinforced SBS’s reputation as a daring broadcaster and multicultural leader.