‘We go there’: SBS leans into legacy with bold new brand campaign by Droga5

SBS is marking its 50th anniversary with a wink and a streak, unveiling We Go There, a bold, tongue-in-cheek brand campaign that leans into the broadcaster’s legacy of fearless storytelling, diversity and culturally provocative content.

The campaign, created by Droga5 ANZ and includes a 60-second hero film so audacious it can only be viewed on SBS platforms, doubles down on SBS’s long-held reputation as Australia’s most adventurous and creatively fearless network. 

The launch film uses the metaphor of a streaker to traverse SBS’s programming, reflecting its role as the broadcaster that dares to go where others don’t.

And while the tone is playful, the message is serious: at a time when streaming platforms increasingly blur into one another with homogenised content and me-too storytelling, SBS is staking its claim as a public broadcaster that reflects real Australia, one that is unfiltered, unpredictable, and deeply engaged with cultural change.

“In our 50th year, this unique campaign pays tribute to our heritage,” Jane Palfreyman, chief marketing and commercial officer at SBS, told Marketing-Interactive. “We are a national broadcaster who is prepared to truly go there - to challenge, to inform and to provoke with purpose.”

That idea of provocation with purpose emerges as a key theme of the campaign and a guiding ethos for SBS’s next chapter. While SBS has long been affectionately (and jokingly) referred to as “sex before soccer,” a nod to its late-night foreign film programming, Palfreyman sees that legacy as an asset rather than an awkward footnote.

“We know many Australians refer to us as that and we’re okay with it,” she said. “It’s a nod to our legacy. But more than that, it speaks to our deep library of beautiful content and our unique offering. Our role is to go where others don’t, to tell untold stories and reflect real Australia.”

The campaign marks the first major collaboration between SBS and Droga5, the creative powerhouse under Accenture Song. The campaign is supported by a broader media strategy led by Hearts and Science and includes outdoor, digital and social executions designed to reignite national interest in SBS’s programming.

The hero film, directed by Damien Shatford at The Sweetshop, uses a single creative device, the streaker, to traverse genres, stories and tones that reflect SBS’s broad programming mandate. But rather than relying on shock value, Palfreyman insists the intent is to invite audiences to reappraise their perception of the network.

“Streakers are part of our football history and synonymous with SBS,” she said. “It’s not about shocking the audience, but rather inviting them to reconsider who we are. Every ad has a device. This one is tongue-in-cheek, but it helps communicate the breadth of content we offer.”

Internally, Palfreyman said the campaign landed instantly with the SBS team.

“The beauty of this work is that from the first time we saw it, we knew it spoke to who we are and where we’re going,” she said. “There’s always a nervousness with provocative work, but this is rooted in truth. It’s playful, but it’s grounded.”

That internal clarity comes off the back of a broader brand refresh completed 18 months ago. 

“We dusted off and refreshed our brand strategy,” Palfreyman said. “That was the first step - to get clear on who we are. From there, we were ready to do something bold.”

That clarity also extends to the network’s content strategy. While SBS’s reputation was built through linear TV, the growth of SBS On Demand has shifted the broadcaster’s content delivery model without diluting its identity.

“We’ve always had the view that audiences can consume our content on the platform of their choice, whether that’s TV or SBS On Demand,” she said.

“Increasingly, people are bingeing on their terms. That’s key to our success - being platform agnostic and serving people the way they want to watch.”

Future-facing, not nostalgic

While the We Go There campaign taps into the nostalgia many Australians feel toward SBS’s early days, when foreign films, subtitles and soccer dominated the programming, Palfreyman is clear that the campaign isn’t looking backwards.

“It probably leans a little bit more into that provocation,” she said. “But it’s not provocation for provocation’s sake. It’s about purposeful conversation. About challenging conventions. And that’s what we’ve always done and will continue to do.”

She said the tone, playful but pointed, reflects SBS’s wider brand voice. “We’ve always had this duality,” she said. “We’re the network that brought South Park to Australia. We’re also the network that delivers thought-provoking documentaries. That mix - the cheeky and the challenging - is part of who we are.”

As for whether that edge is a commercial challenge in a market crowded with family-friendly streamers and predictable algorithms, Palfreyman is adamant: “We know who we are. And we’re proud of that.”

As its 50th anniversary approaches, SBS is staking its future on differentiation. In a market flooded with sameness, the public broadcaster is hoping that audiences, and advertisers, will reward boldness.

“We reflect and engage with real Australia,” Palfreyman said. “That’s never been more important.”