When ABC1 launched, it was a 12 hour daytime service with no commercial airtime sold. The brief was to create short form content to fill breaks and retain viewers. Qualitative market research showed that the demographic of the viewers available during the day ranged from shift workers across all sectors to more “typical” daytime viewers such as students and parents.
The daytime viewers felt that watching television during the day was somewhat of a guilty pleasure. We created these tongue-in-cheek brand spots to fill airtime and let people know they should celebrate their appointment to view shows during the day!
Creative Direction, Executive Production, Production, Post Production.