WORD PLAYS for Syfy Channel

WORD PLAYS

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Released July 2009

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: SYFY
Product/Service: SCI-FI TV CHANNEL
Agency: SYFY
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: SYFY, New York, USA
Executive Creative Director: Michael Engleman (Syfy)
Creative Director: Joe Loskywitz (Syfy)
Copywriter: Ben Cochran (Syfy)
Art Director: Brian Everett (Syfy)
Agency Producer: Kate Leonard (Syfy)
Media placement: TV Campaign - 3 Spots - Syfy - 7 July 2009 - Present

Describe the challenges and key objectives
Leading up to the channel’s light switch event, we faced the challenge of promoting both the new brand look as well as the new brand voice with enough variety to keep viewers’ attention for the duration.

Describe the brief from the client
Sci Fi Channel changed its name to Syfy in July of 2009, the entire identity of the network changed with it.

Describe how you arrived at the final design
Part of our solution was a budget-friendly campaign called “Word Plays,” in which the change to Syfy was heralded by a carefully crafted, haiku-like copy brought to life by playful graphic animation. Short, sweet and created for next to nothing, these spots kept things fresh on-air, and garnered attention and acclaim from viewers.

Give some indication of how successful the outcome was in the market
Word Plays were a major contribution to an incredible end result: Syfy’s premiere night of programming out-performed any previous night in the channel’s history. What’s more, these hard-working little spots were so highly regarded that they were later adapted for international launches of Syfy around the world.