CHANNEL 5 ident series
Credit: Director / CW
Brief: Show how Channel 5's not your parent’s Channel 5.
Solve: Appeal to a new younger audience by engaging them across different touchpoints.
Given its dusty, stodgy image, Channel 5 needed a complete makeover - a way to rejuvenate their offering. But they had only had 10 and 20 second ads to work with.
So here’s something I wrote and shot which got people talking. My crew and I produced five scene “glimpses” -moments taken from those familiar programs that were being promoted more traditionally, only recreated and shot from a new character’s perspective, one the
So here’s something I wrote and shot which got people talking. My crew and I produced five scene “glimpses” -moments taken from those familiar programs that were being promoted more traditionally, only recreated and shot from a new character’s perspective, one the
audience had not yet met.
We ran the short “intriguing glimpse” ads in the same media block, alongside the program promos, back to back. This encouraged the viewer to look for the new character whose POV we featured in our short :10 and :20 idents in the traditional program promo. And It successfully presented the channel’s programming in a way that felt new and novel and drove people to Ch5’s social channels to talk about these new characters.
We ran the short “intriguing glimpse” ads in the same media block, alongside the program promos, back to back. This encouraged the viewer to look for the new character whose POV we featured in our short :10 and :20 idents in the traditional program promo. And It successfully presented the channel’s programming in a way that felt new and novel and drove people to Ch5’s social channels to talk about these new characters.
"Mad" :20
"Magic" :20
"Moments" :20