TV BRIEF
SBS ON DEMAND
Background
SBS is the home of multicultural content, niche stories, and weird stuff you’d never find anywhere else. That includes sports—from caber toss to kabaddi.
The Problem
They’re airing incredible international sports, but no one knows they exist. People scroll past because it doesn’t feel “big league” enough to care.
Product Truth
SBS On Demand streams international sport you won’t find anywhere else.
Human Truth
We love a good underdog story—we just don’t know where to find them.
Single minded Proposition
Sport, but not as you know it.
Creative Challenge
Create a 30-second TVC that makes people stop and pay attention to niche sport. Doesn’t matter if it’s heartfelt, funny, or absurd—just make people feel something. The budget’s fake, but the creative freedom is real.