SBS has enlisted the rebadged Joy agency and Razor for a new campaign promoting the new expanded multilingual radio schedule.
The print, radio, TV ad outdoor campaign target people in their own languages and are designed to communicate people “feeling at home”, promoting the news services in 74 languages including Arabic, Greek and Thai.
It is set to run all this month, and comes after the first major review of the SBS radio schedule in 18 years.
Former Publicis Mojo boss Wills launched Joy at the end of last year in New Zealand, and earlier this year took a stake in Razor, where he is now executive chairman.
That led to the rebadging of sister creative shop Us as Joy, and this is believed to be the agency’s first work since the rebrand in March.
SBS group marketing manager, Katherine Raskob said:” The SBS Radio Schedule reflects the demographics of today’s Australia, and so we wanted to create a campaign to mirror that.
“It’s important that it resonates amongst communities at a personal level. SBS embodies the role of translator and connector for those from diverse backgrounds and is a vital source of trusted information particularly for Australia’s emerging high-needs communities.
“With the new schedule, SBS will continue to be the world’s most multilingual broadcaster – something SBS is proud of, and which is captured beautifully in the multiplatform campaign.”
The TVC was directed by Pool Collective’s Simon Harsent.