the knuckle sandwich

i love this world

I have been trying to convince my parents to ditch free television in New Zealand. They tend to watch the dramas on TV1 which used to be good but are now nothing more than completely predictable and depressing shows that make you distrust the world and everyone in it. So perhaps this short ad will change their minds and I can watch discovery when I go home. A side note Discovery channel have also re-branded this week.

The campaign is being developed by 72 and Sunny (whose work is as cheerful as its temperature) and the identity was designed by Boston- and L.A.-based Viewpoint Creative. via brandnew

I agree with brand new here

it feels tight and cohesive, but when you start looking at the details, the thing starts to fall apart. The “co” pair definitely starts to look like a double-o, giving the channel a hilarious new name of “Disoovery”

but for me it makes the two words seperate and you end up with disco very. Either way it is a huge improvement.