Like most subscription TV providers around the world, Foxtel took a hit when Netflix came to town. In response, they updated the brand to be more sophisticated, more pared back, more ‘digital’. Unfortunately, this just made Foxtel more plain and recessive. We needed to bring back the magic.
The brand voice is as loud, surprising, bold, cheeky and occasionally dark as Foxtel’s content is. And because it speaks to the content (instead of just parroting it), Foxtel’s voice never fades into the background.
