Sky Pride

For Pride 2024 Sky wanted to have a more visible presence 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 was to show up without feeling disingenuous. The campaign found insight in the prevalent use of pronouns, an active way to express your identity to the world. Using the collective pronoun ‘We’ to empower and bring together, to show power in numbers and to associate Sky as being part of that collective. We cast from the 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.