English & Pockett creates TV6 Sweden idents

International branding agency, English & Pockett has created six idents for Swedish televlsion channel TV6 Sweden.

The idents are based on the agency's Robot teasers completed for the TV6 Sweden launch in May 2006. Aimed at 15-34 year old males, the branding treatment for TV6 is heralded by a robot with attitude created to reflect the channel demographic. He drinks, parties, gets tattoos, chills out with cups of tea and falls in love with the word processor in the IT catalogue...

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The work was commissioned by Peter Liljenberg, creative director Free-TV, who acknowledges the great success of the Robot teasers back in May which lead to an impressive launch 
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The concept for these six idents is based around the Robot who has lost none of his cheeky attitude and this time not only does he star in the idents but he has been given the role of janitor of the channel; assisting with general maintenance and the relay of programme information. The six idents show our hero in numerous situations concerning his love life, in ‘Locker Pin-Up’, his job role at TV6 in ‘Breakdown’ and even having some time off for good behaviour in the Christmas Ident to be aired during the festive season. 
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“After initial caution from the client in basing a channel identity around a robot character, they were won round after the success of the teaser campaign”, says Dan Capstick, senior designer at English & Pockett.
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“This lead on to a fantastic opportunity to make character animated idents starring a Robot dude with masses of personality. He has high longevity, and will evolve and develop with the channel and viewers. It was a joy to see him come to life!”
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In order to integrate the Robot with the more traditional channel identity an ident

The 3D character animation was completed by The Character Shop.

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