Channel 5 has long been seen as the poor cousin of its public service broadcaster rivals. Given the ongoing challenges faced by traditional broadcasters and the fact that Channel 4, ITV and BBC have all overhauled their visual identities over the last few years, it’s not surprising that the team behind Channel 5 felt it was the right time to look at its own brand.

Commissioned by 5 Marketing with a brief to re-emphasise what Channel 5 stands for and challenge preconceived ideas around both the quality and range of its content, the brand refresh has been developed in collaboration with creative agency Pablo.

It sees the broadcaster relaunch Channel 5 and streaming platform My5 under one brand name, while its segmented ‘5’ logo has been subtly reimagined to create a consistent look and feel and a more seamless viewing experience for audiences across all its channels.

The accompanying ad campaign, It’s all on 5, celebrates the story around all of life’s ‘its’ – recognisable moments, nuances and emotions – and is “designed to directly challenge perceptions of one of the best-known brands in the UK”, says Pablo’s joint managing director Hannah Penn.

The spot showcases the breadth of some of 5’s best-loved shows, ranging from Peppa Pig to Geordie Shore, and comes as the broadcaster launches 15 new live channels curated from parent company Paramount’s most popular shows.

The campaign is running across TV, digital, social and radio channels, and will be brought to life up and down the UK with an OOH campaign that includes a full wrap of London’s Kings Cross Underground corridor spanning over 70 metres.

Credits:
5 SVP Marketing, Media, Creative: Laura Pye
5 Creative: Alex Norris
5 Production: Claire Oldaker
Creative Agency: Pablo London
Pablo Deputy CSO: Lisa Stoney