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Sky Sports campaign stresses importance of sport being ‘live only once’

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Brothers & Sisters have worked closely with Sky Creative, Sky’s in-house advertising and creative agency and Europe’s largest in-house agency, to create a campaign for Sky Sports designed to make hearts flutter and remind fans that football is ‘only live once’. The campaign is fully integrated and features bespoke spots to be broadcast on TV, outdoor, radio and social media, as well as DMs and in-store activation.

At a time when it’s all too easy to munch on snippets of highlights on YouTube or Twitter, the campaign’s aim is to remind football fans that football’s emotional roller coaster only happens once during live experience. If you miss it, it’s gone forever.

The TV work uses clever visual effects to seamlessly take popular Sky Sports pundits including Jamie Redknapp, Jamie Carragher, Gary Neville, Karen Carney and Micah Richards on an emotional journey through the authentic experience of live football .

Putting fans at the heart of the campaign captures the raw passion of real fans at home watching the games live. Placing Sky Sports pundits in these scenes reinforces that incredible events – and the real feelings and emotions they evoke – are because they only happen once.

The ads feature football’s best moments in a series of 60″, 40″, 30″ and 10″ spots. Each spot ends with Declan Rice declaring “It’s only live once”, creating that jaw-dropping feeling that fans don’t want to miss.

For radio, the campaign relies on the clever use of audio to get the heart racing. Two spots reiterate the “It’s Only Live Once” message with the inclusion of emotional music and drum beats that work to convey a sense of momentum and excitement that only comes when a match is watched live.

On social media, the content shows how no replay and highlight packages come close to the excitement of live events. The short films show how highlights can be forgettable, how homemade highlights can never match reality, and the difference that appears when a match is seen live.

OOH material created by Sky Creative goes live this week, revealing a dynamic freeze frame of over 20 thrilling moments from last season across the Premier League, WSL, SPL and EFL. With a selection of the best players, managers and fans, we are able to relive the highs, lows and thrilling moments that live football offers.

These visuals are supported by handwritten type that complements the dramatic atmosphere and a custom painted logo that breaks the channel’s mold, bringing disruptive energy to the posters and ensuring a consistent look and feel throughout the campaign.

Bekah Huggett, Marketing Director of Sky Sports, commented: “Sky Sports have always been the biggest champions in live sport and as we head into the start of the new Premier League season, that excitement has not changed. . We’re passionate about making the live experience a never-to-be-missed moment and this campaign really reinforces that message.”

Andy Fowler, ECD at Brothers and Sisters, says: “Just when you thought it had all been said in sports advertising, we’ve unlocked a whole new way of thinking about the experience of watching live football through this convincing idea of ​​”once”. Long live the new season!”

creative sky

Executive Creative Directors: Robin Garton, Lee Parker, Ceri Sampson

Creative Directors: Andy Fowler, Chris Dorn, Simon Cole, Andrea Locatelli

Accounts : Nicholas Hoile, Benjamin Trenchard, Sara Burton

Production : Alistair McGee, Steve Ryan,

Creations: Ravi Beeharry, Andrea Mancuso

Design: Andrew Hudson, Andy Crocker, David Bergen