ABC News has unveiled ‘Keep Asking’, a new national brand campaign created in partnership with Leo Australia that reinforces the ABC’s role as Australia’s most trusted everyday news source and its commitment to impactful, high-quality journalism.
This is the first work produced by Leo Australia for ABC News.
With media fragmentation, disinformation and misinformation muddying the information landscape, ‘Keep Asking’ puts the spotlight back on the fundamentals of good journalism: rigour, relevance, courage and public interest.
The campaign reflects a newsroom that is unafraid to ask difficult questions, hold the powerful to account, follow the facts wherever they lead and deliver curious and fearless journalism for all Australians.
Milla McPhee, ABC director of audiences: “Asking hard questions has never been more important, but never more at risk. Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public.
“It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered.”
Tommy Cehak, ECD at Leo Australia: “We made the deliberate choice to build sets and capture almost everything in-camera to reflect the honesty and integrity at the heart of ABC News. The work is direct, provocative and stripped back because, as ABC News demonstrates every day, it isn’t just about the questions you ask but also the ways in which you ask them.”
The multi-channel campaign rolls out across TV, OOH, social, digital and radio, meeting Australians wherever they consume media and inviting them to keep seeking answers to the questions that matter.
Credits
ABC:
Director, Audiences: Milla McPhee
Acting Head of Marketing: Rebecca Robertson
Group Marketing Manager, News: Natasha Nolland
Head of ABC Made: Kyle Hugall
Head of Media: Sally Phelps
Marketing Manager: ABC News: Jillian Reeves
Marketing Specialist: ABC News, Eliza Storey
Media Planning Lead: Rachel Brown
Designer: Sally Hong
ABC Made
Leo
CEO: Clare Pickens
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Creative Director: Stacey Karayannis
Creative Director: Michelle Walsh
Associate Creative Director: Rosie Stone
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
CSO: Catherine King
Group Business Director: Gemma Cox
Senior Business Director: Thomas Smyth
Senior Integrated Producer: Holly De Roy
Director: James Dive
Executive Producer: Adrian Shapiro
Producer: Tessa Simpson
DOP: Aaron McLisky
Production Designer: Loretta Cosgrove
1st AD: David Letham
Photographer: Sean Izzard
Casting: Michelle Clancy at Ben Parkinson
Offline: Adam Wills
Grade: Matt Fezz
Online: Viv Baker
Sound House: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie
