SBS Ditches Six Billion Stories for ‘Join In’

SBS Ditches Six Billion Stories for ‘Join In’
SHARE
THIS


What best describes you?

SBS has moved on from its long-running ‘six/seven billion stories and counting’ positioning and launching new brand expression ‘Join in’, in time for the 2014 FIFA World Cup.

An SBS spokesperson told B&T ‘Join in’ is the “natural progression of the brand”.

‘Join In’ has evolved from SBS’s previous brand expression of ‘Seven billion stories’ that was announced in 2011 to coincide with the world’s population reaching seven billion. The ‘six billion stories and counting’ tagline was reintroduced in 2008.

SBSJoinIn_All-of-Us

The new ‘Join in’ brand campaign will launch during the Socceroos’ first match of the competition tomorrow morning (Saturday, June 14) at 8am.

“Over the past 40 years SBS has brought different content to our screens in news and current affairs, sport, documentary and drama,” Helen Kellie, chief content officer at SBS, said.

“Join in is continuing that celebration of diversity and invites all Australians to embrace our differences and enjoy what it means to be Australian today.”

The campaign was created in partnership with Joy and SBS’s Charter to make sure the reflection of Australia’s multicultural diversity is being encouraged by Aussies.

The Join In brand film will air during half time of the Socceroos’ first match. The film was made by Joy and Stampede (Toby Dixon and Alex Feggans), and the SBS in-house design team, with music especially created by Sonar Music. SBS moved its creative account to Naked Communications in April this year. It is likely ‘Join In’ will be one of Joy’s final pieces of work for SBS.

Check out the film below.

Please login with linkedin to comment

Latest News

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double
  • Advertising
  • Marketing
  • Technology

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double

The rise of artificial intelligence, the future of video advertising and why 100 per cent viewability is not all it’s cracked up to be – these were just some of the topics covered during B&T‘s recent catch-up with Quantcast’s managing director for Australia and New Zealand, Andrew Double. It’s turned out to have been quite a busy year for Quantcast. What would you […]

by B&T Magazine

B&T Magazine
Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day
  • Advertising
  • Campaigns

Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day

This year’s White Ribbon Day helped end the hesitation around intervening in acts of violence against women, engaging three times more Australians than ever before, thanks to independent agency March One.  The agency was briefed to refresh the current White Ribbon Day creative. After consulting with White Ribbon ambassadors, contacts across policy and frontline services and the […]

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co
  • Advertising
  • Campaigns

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co

Hot on the heels of the outdoor, digital and radio campaign launch, Chisholm will release its flagship ‘Chase Your Calling’ campaign in cinema and TV this weekend. The campaign, developed in conjunction with creative agency DPR&Co, continues the ‘Chase Your Calling’ theme via a high-energy chase sequence with a stunning twist at the end. Chisholm […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]