SECTOR:
DIRECT TO CONSUMER
YEAR:
2025
ROLE:
CREATIVE DIRECTOR
Danny Dyer's Proper Deals
about.
Sales events like Black Friday are often overwhelming. I wanted to ground our offers in straightforward value and no-nonsense authenticity. This focus quickly distilled the idea down to the single, definitive word 'Proper'. Enter Danny Dyer…
A proper, straight-talking character who could deliver Sky’s deals with clarity, humour and undeniable impact.
Black Friday:
Winter Sale:
challenge.
Four weeks. Two campaigns. Five TV ads. OOH, radio, social, press...you name it. Proper teamwork. Proper graft. Proper campaign.
I led the team through development, wrote the scripts, worked directly with Danny on delivery, and even shot the social films myself, keeping everything true to that straight-talking, no-faff attitude.
'The Proper Deal Hotline' had Danny Dyer staffing a hotline where people called in with connectivity disasters. 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.
testimonial.
Phenomenal collaboration & output
Jacs Beavis
Marketing Director Connectivity
