Sprout is PBS Kids' answer to Noggin. When it was launched in 2005, it was the first 24 hour preschool network. Why any 2 or 3 year-old would be up at 3 in the morning to watch a TV show was beyond me, but hey, they came to Primal Screen to create their identity and branding, so why question it? The look was inspired by classic children's book art, which art director Ben Prisk took to with great fervor, even going so far as to using real ink, pencil and paint for most of the textures and elements. I didn't do much on the job (hardly anything, really), but I thought that Ben, along with Justin Winslow, Jo Davidovitch and many others did a great job on the overall look of the campaign. It was fun, whimsical and witty. It won several design awards, too.
There was a reoccurring theme to the branding: stalks. Each and every single element produced had stalks that sprouted whatever items that were necessary for that particular spot. One of the ID's was called "Arts & Crafts," with the stalks sprouting many different art supplies like paint brushes, paint cans, pencils, paper, etc. During the spot you see various pieces of artwork flying by the viewer, all ending up on a clothes line to dry.
If you look closely, you'll be able to see some artwork by your favorite 6 year old. Since you aren't sitting in front of your TV right now, I took the time to make some still frames of the ID. (Click on each image to view larger.) Check it:
We see in the beginning the growing stalks and a little girl painting at an easel. To the right, one stalk is sprouting a sketchbook. That girl isn't Ava, in case you're wondering.
As the sketchbook opens, some papers come flying out. What's this? Now who's artwork could that be? Yup, you guessed it. That's Ava's Mommy in Color on the left and her first rainbow on the right.
As the camera pans quickly from left to right, we catch a glimpse of another drawing by Ava. I couldn't find out which one, though. I have it somewheres, I'm sure.
As the camera slows down, we see all the artwork up on a clothes line and a little boy painting in the Sprout logo (my, aren't we talented?). On your left, that's Ava's Baking Cookies.
Last frame of the ID.
Very cool, eh? Ava gets all excited when she sees this come on air, as you might've guessed. I get all excited for her! It was a lot of fun for me to know that her work would be on TV for all to see. Proud papa, that's me. Thanks for indulging me.