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BRIEF: Promote sky+, sky on the go, sky missed, sky go extra and sky anytime, by showing how customers need never miss a thing and are able to enjoy sky on any device, anywhere, anytime. Copy-led campaign.

INSIGHT: Be anywhere you want to be from anywhere you are because with sky you’re covered. Sky provides escapism and entertainment at its peak. Sky goes beyond the screen – it acts as an anchor to home and a gateway to entertainment. Sky sits above the competition because it provides something for everyone as long as you ‘Believe in better’.

EXECUTION: The overall campaign is associating sky’s entertainment and the brand in general with something that is ever present, ever constant, ever changing: the sky itself. A reliable beautiful canopy that we all have access to. // Holographic prints can be used outdoor and in relevant lifestyle magazines to aptly demonstrate the copy “You’ll never see the same sky twice. Unless you want to”. // Sky has a network of public hotspots enabled by the cloud for those with a ‘bundle’ which includes Sky’s broadband. The use of the umbrella to show these hotspots works as an icon for Britain: Sky is a British company and understands British inhabitants relationship with their indecisive weather.


Alana O' Sullivan

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