The national campaign gave Gigafast+ scale and fame.But availability was rolling out city by city across 20 CityFibre cities, which meant the next challenge was more specific: how do you make the UK’s fastest broadband feel like local news in each one? That was my focus.

The campaign logic stayed constant.The cultural references changed every time. Sky’s fastest broadband arrives and brings each city to life: statues, landmarks and local icons waking up to celebrate something that felt genuinely theirs. Greyfriars Bobby in Edinburgh. The concrete cows in Milton Keynes. The owl in Leeds. Lady Godiva in Coventry. Not a template. A creative system built to scale across 20 cities while feeling local in every one. Every execution required genuine cultural research: selecting the right icon, writing copy that only worked in that city, and art-directing imagery that locals would recognise as their own.

RADIO

Each city had its own radio spot, written and recorded with genuine regional voice talent.Same idea, same energy, different accent every time.

IN THE WILD

The idea didn’t stop at advertising.The router landed in the Milton Keynes cow field. It crashed through a car in Aberdeen. Greyfriars Bobby ran the Edinburgh Half Marathon in a Sky Broadband vest. And in Milton Keynes, Sky took over The Cows’ Google Maps listing