Sky Protect
Once upon a time, an ambitious Creative director set out to create a series of modern fairytales to make home insurance, magical.
The Challenge
Even exciting project starts with a significant challenge…in this case I was confronted with a new type of product that required a fresh perspective, whilst you might think 'home insurance YAWN' this really was a market that was crying out for a unique and innovative creative campaign
Approach
The choice of fairytales for this launch campaign was a strategic one. The Three bears and the Giant from 'Jack and the beanstalk' are not only iconic characters in their own right, they're also closely associated with being house proud and protective of their homes. The careful balance came in making the characters right for a modern protect and updating them to the resent day made the stories that much more relatable.
Beyond TV
A high impact fairytale world in Westfield, with digtal games, tech demos and story time tales, was a big success with families and creating an immersive experience
An animated world of the characters was created on social platforms, this allowed for ultimate flexibility and play with the formats more. The illustrator, Serge Seidlitz, was briefed to bring the characters to life and develop a modern fairytale world for our animated handbook. He focused on using block colours and minimal shading to create a bold, visual style that would stand out in social feeds without being overly complex or too busy for social.
And this is just the beginning, I have overseen all the creative for every GTM touchpoint since launch, this includes TV, social, direct mail and radio executions.
Conclusion
The launch of Sky Protect demonstrates that there is a smarter approach to look after homes. This addition of home insurance complements Sky's ever expanding portfolio, which already includes TV, broadband, mobile and streaming services. The imaginative world created will continue to expand, with more films being released, along with loads more new stories coming to life in both digital and physical spaces.
117 TV ads delivered
6.6 million impressions