ABC launches brand campaign to celebrate 90 years


• The creative content pieces will showcase and highlight some of the different communities

The ABC has launched a new brand campaign in line with celebrations to mark the broadcaster’s 90th year, with four hundred individuals featuring at the heart of the campaign.

Focused on connecting Australians, the creative content pieces will showcase and highlight some of the different communities the ABC engages with across its services.

ABC director, audiences, Leisa Bacon, said, The ABC has been connecting Australians for the last 90 years and this campaign is a true celebration of our continued commitment. We started with a single radio broadcast in 1932, and now we reach Australians across a multitude of platforms, including radio, television, online, digital, and social.”

Filmed in four different locations across the country, ninety people come together in each spot to perform the iconic song by Bruce Woodley AO and Dobe Newton, I am Australian and, in each scenario, create the ABC Lissajous logo in a variety of ways. 

Led by renowned choir director Morris Stuart, ninety choir singers, including members of the Central Australian Aboriginal Women’s Choir perform on Arrernte Country singing a stirring rendition of the song in Pitjantjatjara language.

Ninety dancers from Sydney Dance Company tell the story of the ABC’s evolution through artistic director Rafael Bonachela’s choreography, culminating in the creation of the ABC logo in a stunning physical form.

An energetic rendition of the song is performed by ninety drummers on a Brisbane rooftop overlooking the city and a choir of ninety school children from Sydney perform a fantastic version which includes signing in Auslan.  

The work was created by the award-winning in-house creative team, ABC MADE who attracted some of Australia’s best talent to be involved.

ABC 90 Campaign Art Work Credit: Patricia Ansell Dodds

Musical partners, Uncanny Valley, worked closely with one of the original composers, Bruce Woodley AO, to re-arrange the track in four different ways, even adding a dynamic new chant to the song. 

Diana Costantini, head of creative/creative director ABC MADE said, “there was an enormous amount of energy and passion for this project. At its heart, the campaign is about capturing people doing what they love to do and that is – connecting with each other.  We were there to share that and bring that joy to the screens.”

Explore the ABC 90: Connecting Australia collection on ABC iview.

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