Ivan Bird returns to direct his second straight ‘Start of Season’ commercial for Sky Sports. This year the campaign strategy evolved from showing the emotion of football as a whole and the line ‘Because you can’t always be there’, to concentrating on that moment just after a goal is scored. The tag line ‘Every goal matters’ gives a nod to our insight that there is just no better moment than seeing your team score a goal.
Ivan Bird returns to direct his second successive commercial for Sky Sports to promote the launch of the new Sky Sports F1 channel.
What better way to get to F1 fans than with a behind the scenes look at what in-depth coverage subscribers can expect in the forthcoming season.
Shot at the Abu Dhabi and Brazil Grands Prix in November 2011. Score by award winning sound designer Nick Rapaccioli (ex Leftfield fame).
Massive integrated campaign to launch Sky Sports F1 channel centered around ‘F1 like you’ve never seen it before’.
Media included multiple TV edits, Augmented Reality, heavyweight outdoor (including a special build site and full station takeover), press and digital outdoor plus a strong online presence.
Total media spend: ₤6.5 million
Launch TVC for Sky Sports summer campaign 2011, the largest of the year. It features none other than Dizzee Rascal and Peter Crouch.
‘Fold’ was shot by world famous director Joseph Kahn, in London over 4 days. Post production was undertaken in LA over 3 long weeks.
Total media spend: ₤12 million – the single largest campaign spend from Sky in 2011.
Sky Go Print work ran in press and OOH on a heavy schedule to support the TVC.
The creative features a nice visual device that showcases the functionality of Sky Go, which allows you to take your favourite sports with you wherever you are. Available on iPhone, iPad, Android and Laptops.
The successful launch of the Sky Go app saw it downloaded over 2 million times and counting.
As a tease to the ‘Fold’ TV spot we ‘caught’ England football star Peter Crouch at his training ground practicing his new goal celebration. The ‘Fold’ celebration replaces Crouch’s infamous robot dance and was used to simulate the action from the TVC.
The viral was a resounding success with over 300,000 views in the first week and an real buzz around what the ‘Fold’ action was.
The start of the football season is a massive opportunity for BSKYB to drive upgrades and subscriptions.
We came up with a strategy that that would tap into the emotions of real football fans. Shot by Director Ivan Bird from the UK’s number one production house Rattling Stick, all on a Canon 5D still camera.
Mazda was a brave client with a sound understanding of the benefits of being disruptive with their advertising. I guess this is the product of a healthy 16 year client/agency relationship. Mazda also had ties to the North Melbourne Kangaroos AFL side and the Australian Rugby Football Union. The ads herein are some of my favourites.
A complete design overhaul from the previous Mazda2 proved to be an exciting opportunity to target this model at a new demographic. An idea centered around ‘Mazda2 – it looks good on you’ lead us towards some very female centric ideas and hence the ‘Super Little Model’ campaign was born.
Mazda BT-50 is a utility vehicle that really can do it all. At home on the farm or in the city its ready to tackle anything you can throw in its way – even in the most unlikely of situations.
