We stopped saying 'fast' and started showing it. By partnering with Illumination’s Minions, we turned the broadband into a physical, slapstick force that blew the characters out of the media

The Ultrafast Feeling: if the broadband was that fast, what would it do to the world around it? The answer became the campaign system. Rather than claiming speed, we made it visible: a physical force that disrupted every media format it touched. The creative territory had to scale from a 30-second TV spot to a bus stop, a billboard, a shopping centre escalator and a social feed, while feeling like the same idea in every execution. That’s not adaptation. That’s a system.

OOH

The campaign became most distinctive when it escaped the screen. The brief to media partners was simple: find us placements where the idea could do something unexpected. Special builds, adjacent panels and high-footfall sites that could be turned into moments rather than just media. The adjacent billboard hijack, a Sky Sports poster and a Sky Broadband poster side by side with the Minion tumbling between them, wasn’t a media buy. It was a creative decision that made the placement part of the idea.

EXPERIENTIAL

At Westfield London, the campaign took over the physical space. The speed kiosk was the clearest expression of the whole campaign in a single interaction: stand in front of it, get hit by the blast, then see your own reaction captured and played back. The idea didn’t need explaining. It just needed experiencing. Directing the physical build alongside the broadcast campaign required holding the same creative intent across entirely different production disciplines simultaneously.

DIGITAL

Digital required a different creative approach, built for attention in the smallest formats. Where TV and OOH could rely on scale and spectacle, digital needed to work in a fraction of a second. A bespoke visual language was developed that communicated the Gigafast speed message before the thumb moved on.

SOCIAL