SECTOR:
BROADBAND
YEAR:
2021
ROLE:
CREATIVE DIRECTOR
Minions
about.
challenge.
Broadband is a parity product, every brand claims to be 'fast'
Our challenge was to differentiate Sky’s Ultrafast by giving speed a feeling rather than another spec sheet.
We needed to:
Cut through a crowded telecoms category dominated by rational claims.
Make the complex promise of Ultrafast Plus instantly clear and relatable.
Maintain Sky’s premium yet family-friendly tone.
Use the Minions IP in a fresh, ownable way. not as a movie tie-in, but as brand storytelling.
The creative solution: show what Ultrafast feels like..the Minions barely able to keep up.
The campaign became one of Sky’s most disruptive broadband launches to date.
High awareness uplift: TV & OOH drove double-digit increases in unprompted brand recall (source: Campaign Live).
Record engagement: Special builds and social activations achieved strong earned reach and viral sharing.
Business impact: Significant uplift in Ultrafast broadband subscriptions post-launch, positioning Sky as the innovation leader in the UK broadband space.
The campaign achieved Gold and Bronze at the Clear Channel Outdoor Media Awards (2023).
It was short-listed for the The Drum Awards – OOH (2022) in two categories.
It was also short-listed for the Kinsale Sharks Awards (2022).
testimonial.
injecting a sense of humour and fun to the market at a time we all sorely need it
