The ask: Sky Germany wanted a brand campaign that would elevate them to a love brand status within Germany and really take the high ground within the pay TV arena.
The solution: We don’t just ‘show’ how great Sky TV is, we let people feel it, get immersed in it, experience for a brief intense moment the magic, the power and delights of Sky.
Sky sells more than films, documentaries and sports, Sky delivers feelings.
Sky has great content – unlike other entertainment providers – so they can credibly claim that people: Feel the power of Sky.
The TV ads take one single emotion, and make it real.
We give world famous directors more or less a “one-word briefing”:
Love, Tension, Anxiety, Passion, Fun, Curiosity. etc.
By doing so we create 60″ pieces of unique film by famous directors and create a PR buzz around the premieres on free TV channels.
The campaign could then run down into selling on a product level by associating the emotions to the products.
Online, we invite people to create their own short films and build an online ‘library of emotions’. This is used to create social conversation and future content.