Quite overdue and much anticipated update from over friends over at Discovery Channel UK. Working with DixonBaxi and Double G Studios, and in-house Discovery UK Creative; VP & Executive Creative Director, Discovery Networks Europe, Federico Gaggio & teams have produced a stunning collection of new creative work for the channel.
Discovery Channel (UK) 2011 Refresh
Though the brand had a high degree of recognition globally, Discovery UK wanted to ensure that the channel’s unique content remained prominently featured. Another component of the original brief was to “articulate the brand more strongly”, further placing an emphasis on “intelligent entertainment”. Idents were placed in the show intros ensuring a strong visual brand queue and helping to mitigate PVR forwarding.
It should be noted (and commended) that as a UK channel, attention was paid to accentuate faces on the channel that were actually British (see: Bear Grylls). The production time on the refresh was approximately 5 months including an initial review that had 3 outside agencies pitch alongside in-house agency Discovery UK Creative. Special thanks to Federico for all his help.
*If you missed Discovery Channel’s (US) latest bit of brand work, you can find that feature here.
Two quick bits of DCI related news to enjoy with your coffee this morning. As you probably know, I only have good things to say about Discovery Networks International President/CEO Mark Hollinger. If you’ve worked with Mark, you know that he encourages the very best out of creative teams and roster agencies, pushing for the best brand work for Discovery around the world.
That said, here’s a new spot from Discovery Channel Latin America, designed by agency Totuma. Titled “Discovery Presents”, a visual metaphor of the history of the planet is presented alongside a few subtle references to Saint-Exupéry’s “Le Petit Prince”.
And don’t forget, the much talked about launch of TLC in Asia-Pacific is just one week away. On launch day, September 1, TLC will reach a staggering 133 million households in 20 countries in the region (and no, unfortunately for the Asia-Pacific region, “Sarah Palin’s Alaska” won’t be airing). I’ve had a preview of the TLC Asia-Pacific brand launch and very much looking forward to sharing it with you.
BBC’s nature documentary Life seems to be all that my nature aficionados/friends talk about. Maybe it’s because the landmark series is so captivating that it stays on a constant loop on their plasmas. Regardless, the 11-part Oprah narrated Discovery Channel series (followup to the successful Planet Earth) has fascinated millions. Incidentally, the British & Canadian versions were written and narrated by Sir David Attenborough.
The latest US on-air campaign on Discovery Channel showcases some incredible footage from nearly three years of filming, involving 150 shoots on all seven continents. Here’s a spot from National Television that flexes a bit of the much talked about (and pioneering) stabilized helicopter-mounted cameras.
A bit of history on this project. Life was the first series commissioned by the then Network Controller of BBC One, Peter Fincham, just weeks after he took up the post in 2005. It was reportedly one of the most expensive documentaries ever ordered by the broadcaster, with a budget of £10 million. The UK series opening titles/brand imaging was handled by Burrell Durrant Hifle. The UK and US on-air campaigns differ significantly, and include a number of television firsts. The series was Executive Produced by the incredibly talented (and funny) Mike Gunton.
For those interested in what the next BBC and Discovery collaboration will be? Human Planet, which will be out next year. It’s about how indigenous people cope with survival in some of the really harsh habitats of the planet.
I’m a big fan of Bear Grylls. I’m also a fan of doing things a bit unconventionally, and such is the case with Discovery Channel’s most recent campaign for Man vs. Wild. Discovery’s experienced CD Jeff Strong & Producer Tyler Corba set out with a story they wanted to tell. Despite a 15 hour time difference, Discovery tasked Director Ash Boland and Sydney-based Umeric to bring a distinctively Australian feel to the campaign.
While not yet the norm, more network clients are looking to design firms in other countries for their unique design & branding expertise. Teams working together from around the world utilize a combination of web-based collaboration tools as well as creativity in their production pipeline approach (Umeric shot footage in Central Park at the peak of fall, working around Bear’s schedule) to minimize the challenges of not being in the same city.
What’s left is a truly global collaboration. Don’t forget, Bear is signed up for a new Discovery Show “Worst Case Scenario” which premieres on Discovery Channel in May.
As you might have noticed, there was a lack of posts between the Christmas holiday as I have been traveling and spending some well deserved time with my family. And in a blink of an eye, the New Year is already upon us.
Breaking News: My Blackberry went a buzzin’ last week when the rumors we were all hearing were substantiated and made official. The iconic company behind GI Joe, Transformers, and My Little Pony is partnering up with Discovery Communications in a $300M deal to take on Viacom’s Nickelodeon, Walt Disney’s Disney Channel, and Time Warner’s Cartoon Network in the very lucrative children’s TV market.
The joint venture will see a major rebranding effort of the 60M home Discovery Kids channel, creating new shows based on brands such as GI Joe, Scrabble and Cranium. Each company will hold 50 percent in the venture.
Apparently all the gloom chatter from earlier in the year is being mitigated by a flurry of channel launches and rebrands both in the US and the UK. I’ve seen a noticable uptick in briefing and agency exploration meetings. It’s an incredibly exciting and busy time in our business. Thank goodness for that!
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