Sci-Fi, the cable, satellite and digital channel, is shaking off
its nerdy past with a relaunch campaign which breaks next Monday.
The work, which has been created by HHCL & Partners with media planning
and buying through Rocket, challenges the perception that science
fiction is for weirdos. It will target 16- to 34-year-olds.
HHCL has created numerous idents that will run on Sci-Fi, plus radio
ads, posters, flyposters and stickers.
Each ident has a vignette - one is of a child’s hand drawing an alien’s
head, another shows the word ’some’ written on a blackboard.
Most of the 32 idents, as well as the other work, are linked by an
orange Sci-Fi sticker.
Deborah Fitzgerald, the marketing and communications director at Sci-Fi,
said: ’We’re working to ensure we communicate our brand coherently. If
you can’t have fun with this brand you should pack up and go home.’
The idents were written by Suzy Warren and art directed by Georg
They were directed in-house by Justin Anderson.