Nine has launched a major brand and subscriber campaign for The Sydney Morning Herald (SMH) and The Age to showcase its journalism after seeing a boost in subscribers last year.
The new work, created by BMF, highlights the role both mastheads play in public debate across Australia and features their award-winning journalism.
The campaign will run across TV, BVOD, cinema, digital, social, outdoor, and print.
The “Minds Wide Open” platform comes after Nine reports a year of record subscriber uptake in 2020 for both the SMH and The Age during the pandemic.
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SMH 'Minds Wide Open' campaign from Nine on Vimeo.
“2020 was a year of significant growth for our brands,” says Nine head of consumer subscriptions Kristen Turner.
"In 2021, we need to assert our role in provoking the conversations Australia needs to progress, beyond the relentless news cycle. Both to create and retain tomorrow's subscribers. Our new campaign draws on extensive customer insights and speaks to the incredible journalism we produce.
“It also speaks to the unique role The Sydney Morning Herald and The Age play within our political and social discourse. We believe the distinct and bold platform BMF has created will strengthen our position as Australia’s leading mastheads and continue to drive connection and growth for our brands.”
The TV spot was directed by two time Emmy Award winner Patrick Clair and takes aim at "closed minds" everywhere.
“As Aussies we value being open as a culture, but our ability to understand differences has been fading due to filter bubbles and echo chambers,” says BMF chief strategy officer Christina Aventi.
“The Herald and The Age offer balance over bias, reporting from the centre, not a side to inspire debate over division.”
Credit list:
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Roberts
Art Director: Jack Robertson
Copywriter: Rob Boddington
Creatives: Emily Field and Kiah Nicholas
Head of Art & Design: Lincoln Grice
Designer: Mina Melis
Chief Strategy Officer: Christina Aventi
Planning Director: Sarah Hood
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Group Account Director: Anna Lawrenson
Head of TV: Jenny Lee-Archer
Agency Producer: Claire Seffrin
Director: Patrick Clair
Production Company: Sedona Productions
Executive Producer: Kim Wildenburg
Lead Design and Compositor: Eddy Herringson
Lead Animation and Compositor: Laura Heath
Music and Sound Design: Stare Crazy
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Digital Producer: Dani Kartika
Front-end Developer: King Tan
Photography: Nine Image Archives
Finished Artist: Gabriel Mangulabnan
Sydney Morning Herald/The Age
Head of Brand and Acquisition, Subscription & Growth: Belle Tayler
Director, Subscriptions & Growth: David Eisman
Head of Customer Marketing: Kristen Turner
Brand and Acquisition Manager: Leah McNeil
Brand and Acquisition Executive: Diana Wilson
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