SECTOR:
ENTERTAINMENT / STREAMING
YEAR:
2025
ROLE:
CREATIVE DIRECTOR
THE BRIEF
the brief.
Sky and Netflix had been together for years.The relationship was established but underleveraged. Most people didn’t realise the breadth of what they could access, or that they could get it all for £15 a month. The task was to make the partnership feel like a cultural moment rather than a product footnote.
THE IDEA
the idea.
Escape to Extraordinary.Rather than leading with price or product features, the campaign was built around a single tension: ordinary life versus extraordinary entertainment. Sky and Netflix content, including House of the Dragon, Squid Game and The Day of the Jackal, became the proof. The creative system paired relatable everyday moments with premium content, making the combined offer feel less like a bundle and more like an upgrade to how you experience television.
TV
The campaign film: Sky and Netflix content as the escape from the everyday.
OOH
Contextual copy written around ordinary frustrations: commutes, cancelled plans and crowded carriages, transformed into invitations to escape.Reaching 75% of the UK population, from 48-sheet print to full-motion landmark digital.
DOOH
High-impact digital placements in the moments people were most likely to feel the ordinary: stations, commutes and the daily grind.
SOCIAL
100 edits delivered across the campaign.23 bespoke social videos built with platform-first thinking. 63 unique personalisation edits shaped for different audiences, demographics and need states. Not repurposed TV. Content built for the feed.
AUDIO
25 personalised radio ads built for cut-through, dynamically served by day of week, listening habits and demographic.Sky and Netflix content matched to the moment the listener was in.
PICCADILLY CIRCUS
A Sky first.The UK’s most famous advertising site, taken over in 3D for the first time in Sky’s history. A Great White shark breaking out of the screen, The Jackal rappelling down the building. Built to stop the city. Named Ad of the Day by Campaign Live, LBB and Marketing Beat.
THE IMPACT
The campaign made the £15 price point famous and gave the Sky and Netflix partnership a creative identity it had never had before.
14,100Sales in launch week | +1,600vs previous period | Ad of the DayCampaign Live, LBB and Marketing Beat |
