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Comedy Central and Brandspank embrace localised toilet humour for new channel idents

Channel idents have come a long way in recent years, with a lot more time, effort and investment being put into them in an effort to create signposts for the channel’s personality. And Brandspank, which has earned a reputation for its stellar work on channel brands, has just done its thing for Comedy Central New Zealand, with six very Kiwi, openly immature stop-motion idents that feature sliced kiwi, mangled sausages, turds in bags, flaming cow bums, brick-shitting possums and over-excited tomato sauce bottles. 

“As Comedy Central is an international brand, our challenge was to tell some jokes that had a sense of native New Zealand authorship, without leaning on the Kiwiana cliches we’re all so used to,” says Logan Bradley, lead creative and director on the project. “The cliches are there, but not how you’d expect them.”

Senior promo and commercial producer for Viacom, Kieran Reynolds, said it was fortunate the Brandspank team had a filthy mind like him and said the creative “is sure to leave a lasting impression on our audience”.

Brandspank does a lot of work for Sky on its channel brands, taking a gold award for Channel Brand of the Year and silver in the same category at last year’s Promax Awards after taking Rialto Channel’s newly-designed logo and identity (created by Interbrand New Zealand) and designing and producing new on-air imagery.

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Brandspank was also recognised for its work creating the identity and brand imagery for Sky’s Jones Channel, with a silver for channel brand of the year.

Brandspank also won silvers for its work on Igloo for Best Television Image Campaign and another for Jones, for Best On Air Identity.

It has also created a number of TV campaigns and other clips, with highlights including work for Sky Sports, Igloo and the launch of Sky’s mobile app.

Brandspank was also recently selected to work alongside Discovery Networks Asia-Pacific creative services team on the production of a number of spots to help launch their new ‘How on Earth’ brand positioning line

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