Sixty40 creates “Bettering Australia through world-class broadband” campaign for NBN

Sixty40 was engaged by NBN Co to create a series of 90 second explainer ads to clarify key points about the National Broadband Network which is currently being rolled out across Australia. The spots use clear concise messaging told through simple narrative, information graphics and animated characters to engage and educate audiences about the facts and benefits of the network.

VIEW THE SPOTS

The ads are aimed at an audience who may already be supportive of the benefits of the controversial network but need a nudge while the animation helps to clarify key points and reinforce the advantages of the network. The use of simple imagery and basic text correlates to the voiceovers helping relay information and speech bubbles with colloquial phrases like “bewdy” and “LOL” add humour and help connect with audiences through these cultural references.

“For these spots, we used regular Aussie guys and girls as represented by simple animated characters who would use the NBN in everyday situations, to engage the viewer and demonstrate how the network would be useful to them. We then matched the information graphics with light entertainment so the viewer could effortlessly watch and digest the information,” said Sixty40 Director, Matt Taylor.

The “Explainer” campaign streamlined block-colour visuals and text that support the character animation and graphs to reinforce key points of the engaging, but sometimes complex script.

“This series had to deliver some quite complex information in a way that was understandable to a huge demographic as well as detailed enough not to cause confusion or ambiguity. It’s a great challenge combining those two dimensions while keeping it entertaining, verging on funny,” said Sixty40 Director, Mark Simpson.  

Character Design: Matt Taylor

Sound: Plush Films