On Tuesday, Feb. 17, CTV launches its 100-per-cent Canadian prime-time rebranding campaign – titled Canada’s Watching. Designed in-house by the award-winning CTV Creative Services team, the new look will be used on-air, in print and on the Web.
“CTV’s schedule is strong, with more shows in the Top 10 than any other broadcaster, and this new prime-time look is equally powerful. It reflects who CTV is today and who CTV will be tomorrow,” said Rick Lewchuk, Senior Vice- President, Program Planning and Promotion.
Maintaining the essence of the brand launched in 1998, the new look creates a fresh, more contemporary feel for CTV. Within each prime-time on-air ID, dynamic camera angles take the viewer through a 3D studio-like environment, where still images of the stars of prime-time shows are projected onto screens and lit from a grid of red, blue and green lights – the CTV colours. The familiar, but re-shot and improved, red silk fabric moves in and around each scene and introduces the phrase: Canada’s Watching.
The prime-time spots complement the highly recognizable CTV star IDs, of which there are 67 currently in use.
“The CTV brand has significant equity and we kept some elements that resonated with our viewers, especially the flowing fabric and the music. But, we punched them up, used them in new ways, and applied them to a new creative concept. The end result is a fresher more dynamic look for CTV,” said Jon Arklay, Director, Creative Services.
The new dynamic flowing silk was shot in North Vancouver’s Thomas Special Effects Studio and two Toronto-based musicians recomposed CTV’s signature melody, to create a variety of styles for each show genre.
More than 35 prime-time ID spots were produced over five months. On average, CTV will air seven of the new IDs per night. In addition, new formats for promotions, squeezebacks and other interstitial animations were created.
The print and Web components reflect the new on-air look, with the Web version officially launching in April.