SECTOR
TELECOMS / RETAIL
YEAR
2025
ROLE
Creative Director
THE BRIEF
the brief.
Black Friday advertising had become interchangeable.Every brand was shouting about deals, and most ended up sounding the same. Sky needed more than another seasonal offer campaign. It needed a value platform with a distinctive voice - one that could cut through the noise and keep working long after Black Friday.
THE IDEA
the idea.
Sky didn’t simply cast Danny Dyer.It turned him into the recurring authority on value - direct, familiar, impossible to mistake for generic deal language. Not a spokesman. A creative system.
THE CAMPAIGN
the campaign.
The idea turned Black Friday into a question of judgement rather than volume. Danny became the nation’s self-appointed expert on spotting a proper deal, a character consistent enough to carry across TV, radio, OOH, social and DRTV without losing its edge. The platform outlasted the campaign period and ran into the Winter Sale, each execution built from the same voice.
BLACK FRIDAY FILM
WINTER SALE FILM
AUDIO SERIES
OOH
SOCIAL
DRTV
THE IMPACT
The results show that the platform did more than achieve reach.It held attention, strengthened brand recall and gave Sky a clear voice in a crowded value conversation.
1.8MUnique radio reach | 5.7MImpressions | 94%Listen-through rate |
