Sky New Zealand launched its new Life Needs More Sky brand platform this week, with a campaign developed by DDB Aotearoa that shows how much-loved entertainment permeates life – no matter who, or what, you are.
Building on the Life Needs More Sport platform launched two years ago, this campaign provides another enduring, yet simple idea to connect with audiences.
Directed by Joel Kefali, the launch film is set on a farm in New Zealand and features a montage of iconic movie and television quotes delivered by a cast of unexpected characters – charming talking animals.
DDB Aotearoa lead business partner Karla Fisher says the unexpected delivery highlights just how iconic these cinematic moments are; that even completely divorced from their original context they’re still immediately familiar: “Shared entertainment is bigger than any one series or film, often it leaves a mark on us long after we’ve turned off the screen. The brand platform reflects this idea, and this campaign brings it to life in a fun, eye-catching way.
“Through this work, we wanted to communicate the magic of entertainment and how Sky delivers that magic. This campaign is the first phase of the journey and we’re looking forward to seeing where we can take it in the future, and how we can bring these characters to life in the real world over the coming months.”
Sky New Zealand’s head of brand and sport marketing Helen Fitzsimons says Life Needs More Sky is a logical extension of the ‘Life Needs More Sport’ brand platform and gets to the heart of what Sky means to New Zealanders: “At Sky, we’re about making life more entertaining for all New Zealanders and connecting them to the sport and stories they love. Whether it’s a favourite TV series, movie or sports game, entertainment brings us together – it connects us to culture, and to each other.
“Life Needs More Sky resonates because these are the moments we need more of; the ones that stay with us long after the movie is over, or the game has finished. The campaign demonstrates that idea and is entertaining in and of itself – because there really is no such thing as too much entertainment.”
Sky’s latest campaign launched on 11th August with a 60” film, and extends across Cinema, TV, OOH, digital and social media.
Head of Brand and Sport Marketing – Helen Fitzsimons
Brand Marketing Manager – Joanna Childs
Creative Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Director: Rory McKechnie
Senior Art Director: Zac Lancaster
Lead Business Partner: Karla Fisher
Senior Business Director: Aaron Hodgson
Account Manager: Alex Mortimer
Chief Strategy Officer: Rupert Price
Planner: Katy Holden
Executive Producer: Judy Thompson
Lead Integrated Producer: Tom Colbeck
Media Company: OMD
Production Company: Good Oil
Executive Producer: Andrew McLean
Director: Joel Kefali
Post Production: Blockhead VFX
D.O.P: Ginny Loane
Editor: Jack Hutchings @ The Editors
Productions Design: Guy Treadgold
Sound: Franklin Rd
Music: Mahuia Bridgman-Cooper