Campaign strategy
Problem:
Sky’s younger audience found their offering complex and antiquated. Sky Stream sought to remedy this perception as a simplified version of their streaming solutions, but perceptions have been difficult to shift.
Sky’s younger audience found their offering complex and antiquated. Sky Stream sought to remedy this perception as a simplified version of their streaming solutions, but perceptions have been difficult to shift.
Insight:
For U35s, the obsession with optimising and maxxing life is cultural currency, something to be aspired to - even satirised.
For U35s, the obsession with optimising and maxxing life is cultural currency, something to be aspired to - even satirised.
Solution:
The Great Simplification became our platform to dramatise the joy of less. With Munya Chawawa as our cult-like figurehead, we launched a humorous campaign across ATL and social that spoke to a generation craving simplicity amongst the chaos.
The Great Simplification became our platform to dramatise the joy of less. With Munya Chawawa as our cult-like figurehead, we launched a humorous campaign across ATL and social that spoke to a generation craving simplicity amongst the chaos.