Our brow-raising brand campaign on Gruen's The Pitch
Convincing more people to watch the ABC
Our return to Gruen’s The Pitch saw us briefed to convince non-ABC viewers to watch the ABC. Simple as that. So we took the reason some people like to beat up on the ABC and celebrated it to gain a clean sweep with the judges — we even got Todd and Russell to agree on something, how’s that for nailing the brief!
Insight
Traditionally, the ABC has been accused of showing content that’s “too highbrow” — but in our opinion, that’s no bad thing.
Outcome
To answer the brief and create a brand campaign worth shouting about, we chose to celebrate the amazing selection of shows and documentaries that are raising brows across Australia. That’s right, we took the reason some people like to beat up on the ABC, and threw it right back in their face with a healthy dose of Chello cheekiness. Because if a brand is going to find meaning, it has to start with understanding and embracing its best qualities. No matter what some might say.
We are always happy to meet new people. Give us a bell +61 2 9953 7870, email hello@chello.com.au, or kick off a project.