ABC iview asks 'Which streamer will you unsubscribe from?' via Howatson+Co

16 January 2024

Creative Agency: Howatson+Company

1 0
One streamer Australians never need to cancel.

Millions of people are being forced to choose which streaming service to cancel, with streaming subscription prices increasing and cost of living at an all-time high. Netflix or Prime? Disney+ or Apple TV?

ABC iview has unveiled a new brand platform to position itself as one streamer Australians never need to cancel, as a free service.

‘Always free. Always Entertaining.’ launches with a series of films (directed by Sam Hibbard, FINCH) showing characters from different TV genres lamenting the fact that the streaming platform they’re on is about to get cancelled.

Karen Madden, head of marketing at ABC, says with Australians cancelling more than 1.3m streaming accounts in the past three months, it’s safe to say The Great Unsubscribe is well and truly here.

"This is the perfect time to show that ABC ivew is, and has always been, a streaming service for the people of Australia. And that we’ll always offer world-class content that’s free from cost and free from ads," says Madden.

As well as the films, a series of OOH ads has been unveiled across the country, cheekily fuelling the subscription debate ABC iview can’t be part of.

Gavin Chimes, executive creative director at Howatson+Company, says ABC has a long history of broadcasting irreverent, thought-provoking ideas and content.

"This campaign is the next step in that legacy, positioning ABC iview as the streaming hero Aussies didn’t know they had. Huge thanks to Sam for his impeccable touch with the films," he says.

"And to Leisa, Karen and the whole team at the ABC. This was a true partnership from day one.”

The campaign aired on ABC’s New Year’s Eve broadcast to millions of Australians. It will be supported through TV, cinema, radio, OOH, pre-roll, social and print.



Client – Australian Broadcasting Corporation

Director of Audiences, ABC - Leisa Bacon

Head of Marketing, ABC - Karen Madden

Group Marketing Manager Screen, ABC - Sarah McDonald,

Marketing Manager Screen, ABC - Siobhan McGeown,

ABC iview Marketing lead, ABC - Sophie Beaton,


Production Company - Finch

Director - Sam Hibbard

Executive Producer/MD - Corey Esse

Executive Producer - Loren Bradley

Producer - Cath Anderson

Casting - Peta Einberg Casting

DP - Ross Giardina

Art Director - Sam Lukins

Editor - Elise Butt

Colourist - Alina Bermingham

Post Production - Arc Edit


Original Composition and Sound Design - Mosaic Music + Sound

Composer - Adam Moses

EP – Bill Doig


Agency – Howatson+Company

Chief Executive Officer – Chris Howatson Chief Strategy Officer – Dom Hickey Executive Creative Director – Gavin Chimes

Creative Director – Harriet Ronn

Creative Director – Scott Zuliani

Creative Director – Simon Friedlander

Head of Production – Holly Alexander

Senior Producer – Natalie Greaves

Managing Partner – Rebecca Robertson

Group Business Director – Belle Simmonds

Associate Design Director – Jo Cao

Finished Artist – Patrick Rivera

Studio lead – Simon Merrifield

Related Content

Latest Campaigns

comments powered by Disqus