Sky Pride

For Pride 2024 Sky wanted to have a more visible presence with a real enthusiasm internally to throw some weight behind the event. This meant a fully integrated campaign with TV, press, OOH, merchandise, Social and a large branded bus that would tour events across the UK.

The key for our team was to show up without feeling disingenuous. We talked about 'rainbow washing' and the risks of appearing insincere and factored that into our creative routes. The winning campaign found insight in the prevalent use of pronouns, an active way to actively express your identity to the world. The idea was based around the collective pronoun 'We'. Written to empower and bring together, to show power in numbers and to associate Sky as being part of that collective.

Importantly, we decided to cast from our own Sky community for the campaign to show a true version of the company and to break down the big brand feel. The shoot was set up as behind the scenes, a truer, more authentic version of Sky and its LGTBQ+ community.