SECTOR:
BROADBAND
YEAR:
2021
ROLE:
CREATIVE DIRECTOR
Minions
challenge.
Broadband so fast it blew the Minions out of the media.
Sky needed to drive awareness and acquisition for its fastest broadband products in a category where everyone claims speed.
So instead of saying 'fast' we made speed visible.
Using the Minions’ natural chaos and physical comedy, the campaign turned broadband into a force — blasting characters out of laptops, cracking screens, tearing through billboards, hijacking nearby ads and turning everyday media spaces into moments of slapstick disruption.
The result was a campaign system that stretched from TV and radio to OOH, DOOH, digital, social and experiential, making a functional speed claim feel playful, famous and unmistakably Sky.
AV
the idea.
The Ultrafast feeling.
If Sky Broadband was that fast, what would it do to the world around it?
It would blow Minions out of laptops.
It would crack screens.
It would tear through posters.
It would send dungarees flying into other ads.
It would turn a bus stop, a poster and a shopping centre into part of the joke.
OOH:
The campaign became most distinctive when it escaped the screen.
Special builds showed Minions clinging to billboards, being blasted out of posters, cracking panels and hijacking nearby ads, turning media placements into part of the creative idea.
Digital:
We created a bespoke hard working digital brand word, aimed at getting attention in small formats
Social:
We created our own fake ads and hijacked them
The Impact
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.
Clear Channel Gold and Bronze Award
Short-listed for the The Drum Awards – OOH (2022) in two categories.
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
