SBS has announced the eight Aussie finalists in the 2017 Diversity Works Challenge who will 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.
Having opened 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.
Here’s the shortlist:
- KWP! (Surf Life Saving Australia)
- BBAM (Steel Blue Boots)
- Starcom (Farmers Union Greek Yogurt)
- Marmalade Melbourne (Stroke Foundation)
- Ikon Communications (Barnados Australia)
- Carat (Holden, Medibank Private Health Insurance and La Trobe University)
SBS director of media sales Andrew Cook said he was thrilled with the response received for 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,” he said.
“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, we believe the Diversity Works Challenge delivers on SBS’s purpose to inspire Australians to explore and celebrate diversity.”
The winner of the challenge will be announced in May, who will be given three months to produce the ad before it premieres in primetime on SBS before the end of 2017.