The company recently released two films, developed by FCB Brasil, which reinforce the concept that it is possible to consume content on any platform
At a time of continuous and accelerated changes in the communication industry and in the audiovisual content ecosystem, SKY, known as a pay-TV service, has sought to diversify its products to deliver solutions that speak to an increasingly plural consumer.
Since the beginning of October 2021, it has started offering its SKY customers access to DirecTVGo, a platform with live channels and on demand content, and has invested in partnerships with other platforms such as Disney Plus and Star+, HBO Max and StarZ Play.
“The digital transformation process that we are experiencing changes the public’s consumption habits and brings new demands to the market. We are always looking to anticipate changes in order to deliver the best service in a relevant and innovative way”, says Bianca Maksud, SKY’s marketing director.
According to the executive, the company is currently focused on the development of “multiple technologies” and partnerships to serve a more demanding customer. “We have a lot of news ahead of us this year,” she promises.
With the investments, the operator, in addition to monitoring the evolution of the market, seeks to address a current ‘pain’ of consumers, the fragmentation of content in different platforms and formats.
“Today, for example, it is common for consumers to get lost without knowing where to watch a particular football game or which streaming platform the desired movie or series is on”, analyzes Maksud, for whom the company needs to present itself as a solution that offers convenience.
Even so, the campaign that Sky is putting on the air is now a campaign that travels along this narrative line. The two films, “Cast Away – Lost in Programming” and “Monothematism – Lack of Subject”, bring a comic language to address two situations that are common today in conversations about content and access to streaming platforms.
The campaign was also designed to reinforce that SKY is present at different times of its users’ daily lives, whether during a trip, in transport, anywhere, when they can access content on TV, cell phone and tablet.
The campaign is broadcast on the main open TV stations in the country. With a unique visual language, both films were directed by Argentine director Lucas Shannon.
The campaign is completed with OOH and digital pieces.
Datasheet:
Strategy, creation and production: FCB BRASIL
Ana Claudia Sepulveda, Anna Martha, André Uenojo, Camila Gaudêncio, Cintia Mavros, Claudia Schneider, Débora Vieira, Edson Melo, Elton Longhi, Fernanda Geraldini, Gustavo Zilles, Janaina Brigido, João Albertini, Kaue Sá, Larissa Muniz, Laura Tornelli, Leidiane Estrela, Luiz Filipin, Marcela Cantarin, Marcelo Caglianone, Marcelo Rizerio, Marcos Gusmão, Mateus Madureira, Matheus Melo, Pedro Lazzuri, Pedro Ramos, Rafael Caldas, Renata Davila, Renata Reigota, Ricardo Alonso, Ricardo John, Rodrigo Almeida, Rodrigo Resende, Thiago Botini and Tiago Santos
Client: Bianca Maksud, Débora Pinto, Gabriela Camano, Giovanna Giannotti and Juliana Torres
Film production and photo campaign Films Naufrago e Yoga
Audio producer: Quiet City + Sound
Musical production: Chris Jordan and Darren Solomon
Mixing and Finishing: Marcos Moretto and André Melges
Attendance: Xanna D’aguiar, Karina Vadasz and Ivis Silva
Film producer: Landia
Director: Lucas Shannon e Gui Bohn
Managing Directors & Ep: Carolina Dantas & Sebastian Hall
Executive Producer: Valentina Baisch
Head of Sales: Marie Nunes
Executive Production Assistant: Larissa Delfini
Line Producer: Camilla Bastos
Coordinating Assistants: Luciana Andrade / Cidy Campos
Assistant director: Pedro Corradi da Silva
Director of photography: Julian Lopes
Still Photographer: Paul Vaz
Art Director: Lauren Ferreira
Art assistant: Laura Santos Borelli
Art Producers: Gisella Vilalva
Production Objects: Mary Mello
Casting Producer: Cintia Chaplain
Production director: Felipe Rayol
Location Producer: Tati Setton
Costume designer: Guga Saraiva
Makeup artist: Victoria Garaventa Salgado
Post-production coordinator: Elton Bronzeli and Deinha
Assistant Coordinator Post-production: Jamila Ambar
Post production: Clan VFX
Editor: Thiago Gil
Color: Marla Colour Grading
