US Sydney joins forces with SBS to create ‘The Seven Billionth Story’ – premieres tonight


Screen shot 2011-10-31 at 3.03.16 PM.jpgUS Sydney and SBS have joined forces to create a visually stunning ident that explores the beginnings of the world’s seven billionth story.

The widely collaborative project featured contributions from Animal Logic, playwright Caleb Lewis, Indigenous creative agency Gilimbaa, Jam Sydney and Ghanaian born, Australian performer Dorinda Hafner. It will premiere on SBS tonight – Monday 31 October – the same day the UN predicts global population will reach 7 billion.


Screen shot 2011-10-31 at 3.02.40 PM.jpgAs Australia’s only multicultural broadcaster, SBS is using the population milestone as a moment in time to celebrate the power of storytelling and the diversity of human culture.

Says Jacquie Riddell, director of marketing at SBS: “Our brand is in great shape and our audience is telling us our branding is a great way to sell what SBS provides. Since launching ‘Six Billion Stories and counting…’ three years ago, audiences now view SBS as brave, creative, relevant, and intelligent. As a true multiplatform broadcaster we are well positioned for the changes taking place in the media marketplace with a brand that is built to last.”


Says Chad Mackenzie, creative director at US Sydney: “It was a great experience working with so many talented people on this project, especially the animators and directors at Animal Logic. They put so much love and imagination into the piece and we’re thrilled with the final result.”


Says Tyrone Estephan, producer at Animal Logic: “We jumped at the opportunity to work on such an eventful and inspirational creative brief. The team at Animal Logic have truly enjoyed collaborating with all those involved along the way.”


The narration will be translated into Arabic, Dinka, the language of the world’s newest nation, South Sudan, and Aboriginal language Yolngu Matha. It will translated into 15 languages for SBS Radio.

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US Sydney

Executive Creative Director: Josh Moore

Creative Director: Chad Mackenzie

Head of Art: Tim Chenery

Copywriter: David Roberts

Narration written by: Caleb Lewis

Art Director: Marc Bauche

Agency TV Producer: Trelise Caughey

Account Director: Kirsty Reynolds

Animal Logic

Director: David Scott

Producer: Tyrone Estephan

Lead Compositor: Guido Wolter

3D Supervisor: Andrew Lodge

Editor: David Burrows

Jam Sydney

Composer: Hylton Mowday

Sound Designer: Andrew Stevenson


Managing Director: Amanda Lear

Creative Director: Riki Salam


Head of Design: Olivia Meredith

On-Air Package designer: Susan Danta

Idents/bumpers designer: Robot DNA, Dana Rayson