Sky encourages a nation of armchair experts in latest campaign via DDB Aotearoa

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Sky and DDB Aotearoa are encouraging Kiwis to celebrate our culture of unsolicited sporting opinions and advice ahead of the Olympic Games Tokyo 2020, via a new campaign called Be an Expert – making light of the wave of armchair experts that crop up in New Zealand during Olympic seasons.


The Be an Expert campaign is brought to life via three 30” TVCs, OOH and digital, all set in everyday scenarios – workplaces, living rooms, and lunch breaks – as ordinary Kiwis give their two cents’ worth on highly technical, specialised sports.

The three spots capture the passion Kiwis bring to discovering new sports every four years, or rediscovering those sports that take on a new significance on the world’s biggest stage.

Gary Steele, DDB Aotearoa’s executive creative director, says that the insight behind the Be an Expert campaign will ring true with Kiwis from all backgrounds as we all embrace our inner sports pundit over the next few months: “Every four years, a large percentage of New Zealanders undergo an overnight transformation into experts across a wide range of technical sports – and we wanted to showcase a playful, tongue in cheek response to this cultural phenomenon.”

Helen Fitzsimons, Sky’s head of brand and sport marketing, says that the Be an Expert campaign playfully captures Kiwi’s passion for sport, and is a reminder of the unifying nature of sporting events like the Olympic Games Tokyo 2020: “With Sky’s Olympic Games Tokyo 2020 coverage spanning twelve channels, we wanted the campaign to encourage everyday New Zealanders to do what they do best – get amongst the action, talk to their friends and family about it, and support our athletes throughout the duration of the event.”

The campaign will roll out via three 30” TVCs, OOH and Digital. To start giving your own expert advice to friends, family and colleagues, tune in to Sky Sport from 23 July.

Head of Brand and Sport Marketing – Helen Fitzsimons
Sport Marketing Manager – Conor Beggs
Sponsorship Manager – Daylyn Concessio
Sport Marketing Executive – Micayla Cotter

Creative Agency: DDB Aotearoa
Executive Creative Director: Gary Steele
Creative Directors: Christie Cooper and James Connor
Senior Art Director: Paul Kim
Senior Copywriter: Graeme Clarke
Senior Copywriter: Courtney Dow
Lead Business Partner: Karla Fisher
Senior Business Director: Aaron Hodgson
Chief Strategy Officer: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Tabitha Parke-Gailey

Production Company: Good Oil
Director: Michelle Savill
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Andrew Stroud
Offline Editor: Dan Kircher
Grade: Dave Gibson
Online Editor: Stuart Bedford
Audio: Liquid Studios
Sound designer: Craig Matuschka