ABC iView has taken the rise in Australians cancelling their streaming subscriptions to create a new brand platform and campaign promoting its free streaming service.

The campaign, tagged 'Always free. Always Entertaining.', is a strategic move to position ABC iview as a reliable and cost-free alternative amidst what's being termed 'The Great Unsubscribe'. It's been created by Howatson+Company and produced by Finch.

Among the assets are a series of films directed by Sam Hibbard, showcasing characters from various TV genres expressing their dismay as the streaming platforms they're on face cancellation. The films are a creative way to highlight the stability and reliability of ABC iview in a market where paid streaming services are seeing a significant drop in subscriptions.

"With Australians cancelling more than 1.3m streaming accounts in the past three months, it's safe to say The Great Unsubscribe is well and truly here," ABC Head of Marketing, Karen Madden, said. "This is the perfect time to show that ABC iview is, and has always been, a streaming service for the people of Australia. And that we'll always offer world-class content that's free from cost and free from ads."

The campaign also includes a series of Out-Of-Home (OOH) ads across Australia. Original Composition and Sound Design was done by Mosaic Music + Sound with composer, Adam Moses.

Executive Creative Director at Howatson+Company, Gavin Chimes, praised the campaign and the partnership with ABC.

"ABC has a long history of broadcasting irreverent, thought-provoking ideas and content. This campaign is the next step in that legacy, positioning ABC iview as the streaming hero Aussies didn't know they had. Huge thanks to Sam for his impeccable touch with the films," he said. "And to Leisa [Bacon, director of audiences, ABC], Karen and the whole team at the ABC. This was a true partnership from day one."

The campaign made its debut on ABC's New Year's Eve broadcast and will be supported through various channels including TV, cinema, radio, OOH, pre-roll, social and print. This multi-channel approach aims to reach a broad audience and reinforce ABC iview's commitment to providing free, quality content to Australians.