SECTOR:
DIRECT TO CONSUMER
YEAR:
2025
ROLE:
CREATIVE DIRECTOR
Danny Dyer's Proper Deals
Challenge
Sky needed standout cut-through in a highly commoditised product category during Black Friday, where functional messages were being ignored. The objective was to drive both awareness and performance results in a short period.
Black Friday TV ad:
Winter Sale TV ad:
Audio Series:
Idea
We cast Danny Dyer as the face of 'Proper Deals'. He popped up everywhere on your TV, your commute, in your feed and in your ears
Social Series:
OOH:
DRTV:
The Impact:
Radio achieved 1.8m unique reach with frequency of 3 5,711,926 impressions, 11.35k clicks and 94% listen through rate (industry benchmark 71%).
Higher brand recall across all segments vs. control groups.
Substantial uplift in brand recall and engagement during period.
Four weeks. Two campaigns. Five TV ads. OOH, radio, social, press...you name it. Proper teamwork. Proper graft. Proper campaign that drove cut-through and performance metrics.
testimonial.
Phenomenal collaboration & output
Jacs Beavis
Marketing Director Connectivity
