SBS is celebrating its 50th birthday with a little nudity in We Go There, a provocative campaign by creative agency Droga5.
The film, that can only be viewed on SBS, sits within a larger campaign of billboards that leave everything to the imagination.
The campaign follows SBS’s history of taking risks, breaking boundaries and treading where others won’t.
SBS chief marketing and commercial officer Jane Palfreyman told AdNews that SBS’s brand strategy is about breaking norms.
“When you think about the stories we tell, they're often to challenge assumptions or thinking, to provoke or spark conversation and to do it with personality,” Palfreyman said.
The ‘We Go There’ video campaign features a man streaking naked across multiple locations including a sports arena, the ‘wilderness’, on a live news broadcast and more.
The campaign is directed by Damien Shatford and is available to view only on SBS on Demand. The media strategy and planning are led by Hearts and Science.
M-rated content in Australian commercial television is not permitted before 7:30pm. But SBS is pushing the envelope with SBS on Demand.
Droga5 chief creative officer Tara Ford said she knew SBS needed to get attention in a crowded market.
“This kind of provocation is in the DNA of SBS, so really, we are doing nothing more than showing what they provide as part of their programming," Ford said.
The campaign was filmed on a closed set with only essential crew present.
An intimacy co-ordinator was on hand to support everyone involved.
There are no specific law’s mandating intimacy coordinators in Australia. But the role is becoming increasingly recognised in the media industry to ensure respect and safety in intimate scenes.
“Of course, nudity wasn’t part of the casting process, but questions were asked to make sure it wouldn’t be distracting beyond what would be expected,” Ford said.
“And I have never seen such an array of flesh coloured ‘modesty garments’ in wardrobe before.”
SBS targets 35 to 64-year-old Australians, a demographic less acknowledged in the advertising sphere.
“It’s also a reflection of SBS’ programming: grown-up documentaries, erotic European movies and so forth,” Ford said.
“They are not chasing the youth market but are staying true to their audience.”
SBS on Demand has seen a 18% rise in viewership in the current financial year, with more than 2.24 million active accounts logging into the platform in April.
This campaign also aligns with the 2025 Eurovision finale airing this weekend on SBS on Demand.
SBS reported a national TV reach of more than 2.2 million people for Eurovision 2024, with 150,000 watching exclusively on SBS on Demand, according to SBS.
“Australia really gets behind Eurovision and celebrates it, and it has an incredibly loyal following that loves to host Eurovision parties and share on socials,” Palfreyman said.
“It’s a piece of content that always does very well for us, and a wonderful celebration of culture and music coming together.”
Palfreyman said the SBS brand strategy is to redefine entertainment and maintain the legacy.
“We also know many Australians affectionately, if not jokingly, think SBS stands for Sex Before Soccer... and we’re okay with that,” Palfreyman said.
“This campaign acknowledges that legacy, as well as the place of trust that SBS has built in the minds of millions of Australians.”
To view the 'We Go There' 60 second film on SBS On Demand, click here. Viewer discretion advised.
Campaign Credits
Client: SBS
Chief Marketing and Commercial Officer: Jane Palfreyman
Head of Creative: Joel Noble
Head of Marketing and Media: Uma Oldham
Project Lead: Becky Honey
Marketing Manager: Lauren Phelan
Creative Manager: Peter Jeffs
Producer: Amanda Galkin
Agency: Droga5
Chief Executive Officer ANZ: Matt Michael
Chief Creative Officer APAC: Tara Ford
Chief Client Officer: Belinda Drew
Executive Creative Director: Barbara Humphries
Creative Director: Sam Dickson
Creative Director: Cameron Bell
Associate Creative Director: Lennie Galloway
Associate Creative Director: Thomas Gledhill
Head of Strategy: Ben De Castella
Senior Producer: Elliot Liebermann
Senior Business Director: Samar Karim
Production Company: The Sweetshop
Director: Damien Shatford
Producer: Allison Lockwood
Co-Managing Director: Edward Pontifex
Co-Managing Director: Greg Fyson
Executive Producer: Kate Roydhouse
DOP: Ross Giardina
Art Director: Mile Pitt
Casting: Danny Long
Casting Stills Photographer: Michael Malherbe
Editorial: ARC @arc_site
Executive Producer – Daniel Bradford Fry
Producer – Sally Quade @salquade
Editor – Lucas Baynes @lucasbaynes Assistant
Editor- Amelia Pieri @ameliapfilms
Colourist – Fergus Rotherham @fergrotherham
Online Artist – Richard Lambert
Colour & Online Assistant – Max Wyld & Christian Misuraca
Music Creative Director: Adrian Sergovich
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
Media agency: Hearts and Science Group
Business Director: Blake Power
Account Director: Oliver Woodrow
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