Case study
SISSEIL TV Launching a channel on an energy rather than a schedule
A channel launching itself has two ways to introduce itself: recite its schedule, or let people feel its temperament. We chose the second, and handed the SISSEIL TV launch to a character who dances from one programme to the next.
The context
SISSEIL TV was launching, and ran into the problem every new channel meets: it has nothing to show but its schedule.
And nobody remembers a schedule. Listing six programmes in a thirty-second advert produces a list nobody memorises, and says nothing about what actually matters to a viewer — the impression they will get when they land on it while flicking through. A channel is chosen on a temperament before it is chosen on a programme.
The brief was therefore for a lively advert, able to show the range of the offer without reciting it, and to catch the energy of a young audience along the way.
What we produced
A twenty-seven-second animated advert, built around a character.
A character rather than a catalogue
The decision comes down to one figure: a dancing character, present from one end of the film to the other. He is not a presenter and not a mascot — he is the channel’s temperament, made visible.
That shift changes everything else. The advert no longer moves from one programme to the next through title cards: the character travels, and the programmes flow around him. The range is shown instead of announced, and attention stays hooked on somebody rather than on a list.
Energy as the subject, not the wrapping
The visual style is sharp, saturated, cut to the rhythm of the dance. It is not a decorative choice: it is what creates the emotional link before the first programme has even been named.
The film is in Malagasy — “FINARITRA ARÔ” appears on screen while the character dances. A channel aiming at a young local audience has nothing to gain by introducing itself in somebody else’s language.
What it changes
The advert does not sell a schedule: it gives a mood, and lets the schedule be discovered afterwards. That is the deliberate calculation of a launch — you do not ask somebody to remember six titles, you ask them to recognise a channel when they come across it.
What the film installs is therefore more durable than a list: a reusable character, an identifiable visual register, and an energy that belongs to SISSEIL TV before it belongs to any one of its programmes.
The film
The film, as delivered
Play the video: SISSEIL TV — launch advert More work
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