Proud rebrands Viacom's TeenNick channel
Today sees the launch of the US rebrand of Viacom TV channel, TeenNick, by Proud Creative. The channel's logo remains unchanged but a new set of live action idents feature the channel's key demographic, 'Millennials' (teenagers), having fun...
The idents were shot in LA by Jack Laurance from Armoury London who developed the various scenarios with Proud that show a group of impressively well-groomed teenagers mucking / dancing / cycling / splashing around to an uptempo track.
Proud_Creative_TeenNick_Bumpers_IDs from Proud Creative on Vimeo.
As well as the playful new idents, which feature the endline, "Best Time Ever", the channel's onscreen graphics now boasts a bright colour palette as well as a clean sans serif typeface which appears in centrally placed text boxes to announce programming details.
"The brief asked us to speak to the channel's key demographic, broadly defined as 'Millennials',"says Proud's Roger Whittlesea of the project. "Despite their ease with technology and multi-media spaces, Millenials are still teenagers hovering awkwardly between childhood and adulthood. We were keen that they should be characterised as much by their sophistication as their desire for play and fun."
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I don't feel like Proud Creative gave Teen Nick enough substance to make this campaign own-able. These ads feel like they could belong to anyone in any industry. The first thing I think of is retail clothing stores not a television channel. This millennial market is nothing short of complicated and very jaded when it comes to advertising. You can't just put some music and dancing in front of them in hopes they will remember your brand; you have to give them something tangible and different to hold on to.
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