THE AD THAT CAN ONLY BE SEEN ON SBS

Special Broadcasting Service - The Ad that could only be seen on SBS (Case Study) | Campaign “The Ad That Could Only Be Seen on SBS” celebrates the bold, boundary-pushing spirit of an Australian public broadcaster. Facing a crowded media landscape and the perception that SBS was only for serious and humourless content, we set out to create work that captured the network’s fearlessness and reset public perceptions. The tagline “We Go There” articulated this spirit, but a claim this bold had to be proven, not just stated. Our creative idea? To show that SBS offers content no other Aussie broadcaster or streaming platform would dare air, we made an ad that literally no-one else would air - except for SBS. The daring hero spot, housed as content on SBS On Demand and aired after 8:30pm on broadcast, featured a fully nude streaker gatecrashing the FIFA World Cup, Nordic noir, French erotic films, and thought-provoking debates, proving that SBS goes where others won’t. The campaign sparked national conversation and earned over 5 minutes of prime-time praise from competitor network, ABC. Most importantly, in October alone it contributed to a 12% increase in new SBS On Demand viewers, and 1 in 2 light viewers said it made them want to watch more SBS. Credits: - Client: Special Broadcasting Service - Creative Agency: Droga5 ANZ, part of Accenture Song - Production Company: The Sweetshop - Post Production Company: Arc Edit - Sound Design Company: MassiveMusic - Media Agency: Hearts and Science