PBS and thenewBlank create signature brand campaign in animated brand campaign ‘PBS Anywhere.’
“PBS Anywhere” is an animated brand campaign created in collaboration with design and production studio thenewBlank. As presented in the campaign, PBS takes viewers to worlds beyond our own. Once, that world was accessible only through the television box but today PBS captivates and entertains wherever people go: on demand through mobile devices, tablets, and online. Audiences, it suggests, can break out of the box with PBS. The campaign was recently nominated for a PromaxBDA in multiple categories.
“It’s rare to find a company that you instantly connect with, that you feel gets your brand and your needs from the very first conversation. That's how it felt when we started working with thenewBlank,” comments John Ruppenthal, Senior Director, Creative Services, PBS. “When their first presentation came in, my entire team was blown away. Not only did we see one great concept - which was all we needed - there were six, any one of which could have worked. I've been in the business for over 20 years, and that's never happened to me. Not once. I'm lucky if I like one idea, or half of an idea, and we begin the back-and-forth process of working to turn that half-baked idea into a fully formed concept. With thenewBlank, we literally were presented with seven viable options, each of which were unique, distinct, on brand and on brief. We've been happy ever since.”
“PBS Anywhere” originated as a mythical napkin sketch where a simple line is the proverbial connector. From there, thenewBlank’s Executive Creative Directors Bobby Hougham and Servrin Daniels collaborated with John Ruppenthal and his team at PBS to define an original visual means to communicate the message – not only via the “Boxes” spot but one that could be expanded to any desired application. A blend of 3D animated cardboard paper dolls and origami, “Boxes” begins as a simple line drawing that folds and unfolds to take viewers through time and different environments where PBS is always in reach and viewers in control of what they explore.
A live-action spot, “Slices of Life” also produced by thenewBlank, reinforces the message and showcase the wealth of programming and its wide reach.
“We are all big fans and regular PBS viewers,” notes ECD Bobby Hougham, “It is an incredible opportunity when you can work on something that is deeply connected to your life. We are honored to have helped bring this campaign to life.”
Source: thenewBlank
Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.
