It might just be one of the ballsiest campaigns Australia has ever seen.
Literally.
As SBS approaches its 50th anniversary in 2025, the broadcaster is marking the milestone not with nostalgia alone, but with a gutsy new campaign that reasserts its unapologetically bold identity in a crowded media landscape.
Unveiled with the tagline ‘We Go There’, the campaign is a striking declaration of SBS’s ongoing mission: to challenge, to provoke, and to reflect the real, complex, and diverse Australia.
Created in partnership with creative agency Droga5 ANZ, part of Accenture Song, the campaign’s centrepiece is a daring 60-second film that’s so quintessentially SBS, it can’t be shown anywhere but on SBS.
Directed by Damien Shatford of The Sweetshop, the film is the tip of the spear in a larger media strategy crafted by Hearts and Science.
From bold outdoor billboards to strategic digital executions, every creative choice underscores the network’s audacious brand ethos.
“A nod to who we are”
Jane Palfreyman, SBS Chief Marketing and Commercial Officer, describes the campaign as both a celebration and a strategic reset.
“We’re very clear about who we are, and this campaign is very much a nod to that,” she said. “At SBS we know who we are and in our 50th year this unique campaign pays tribute to that heritage. We are a national broadcaster who is prepared to truly go there. To challenge, to inform, and to provoke with purpose.”
This clarity of identity is central to SBS’s value proposition, especially as streaming platforms multiply and homogenise. “We exist amidst a streaming market that is increasingly generic,” Palfreyman added.
“SBS offers a deep library of content with SBS On Demand, which is a unique offering. It is prepared to go where many others don’t or won’t.”
Wit, grit, and strategic clarity
Far from being a one-off moment, this brand effort is the culmination of nearly two years of strategy work that Palfreyman says has sharpened SBS’s commercial and creative focus.
“We’ve been working on our brand strategy for about 18 months, and partnered with Droga5 on this campaign since then. They demonstrated an obvious insight and excellent understanding of who we’ve been, who we are, and where we’re going,” she said. “When they presented the creative territory, it was honestly love at first sight.”
The campaign’s high-impact outdoor billboards, described by Palfreyman as “deliberately intriguing”, are designed to spark curiosity and drive audiences to SBS On Demand.
“They are deliberately intriguing, encouraging audiences to pause, lean in, and learn more. And so we feel they will really stand out in the marketplace.”
Outdoor creative from the ‘We Go There’ campaign will be featured in some of Australia’s most prominent out of home locations
A commercial and cultural proposition
Though its public broadcaster DNA is core, SBS is also positioning itself squarely in the commercial conversation.
Palfreyman sees the network’s dual identity, as a public institution and as a dynamic commercial player, as a unique asset for advertisers.
“We’ve always been clear on who we are, regarding our charter and the role we’re here to do, which is to drive conversation, inform, educate, and provoke,” she said.
“We’re fortunate to sit at the intersection of the commercial and the public media space, and we’re proud of that position and the value we offer to audiences.”
The brand’s strategic evolution is about more than just bold content, it’s about enabling advertisers to connect with parts of the country often overlooked by mainstream media buys.
“Many brands we’re talking to celebrate and are very supportive of the fact that we are so focused on driving SBS On Demand and paying dividends. So the commercial discussion is about working with brands to ensure they’re talking to all Australians and not leaving sectors of the market untapped.”
Jane Palfreyman, SBS Chief Marketing and Commercial Officer
Reflecting the real Australia
At its heart, this new campaign seeks to spotlight SBS’s mission to reflect modern, contemporary Australia.
“We’re a brand that truly reflects the Australia you see when you walk outside your front door,” Palfreyman said. “And I think that’s absolutely the role of SBS, to do it with heart and to do it with meaning and to provoke people to think differently and better understand the real Australia.”
She added: “Our brand strategy is very much focused on redefining entertainment. That’s about telling bold human stories that connect us all.”
With its new campaign, SBS isn’t just celebrating five decades, it’s making a clear-eyed case for why it matters now more than ever. In a world of endless content and shrinking attention spans, SBS is daring to be different. And it’s daring audiences, and advertisers, to come along for the ride.
“This campaign won’t just be a moment in time,” said Palfreyman. “You’ll see more and more from SBS from a brand perspective. It’s supported by excellent content, whether it’s our world news, fantastic audio output, or the new drama or a documentary, those two will continue to work together to drive the results for the business.”
Because when it comes to content with purpose, and storytelling with edge, SBS doesn’t just talk the talk.
It goes there.
To watch the full ‘We Go There’ M rated ad click here