SKY FIBRE – DISNEY
THE BRAND BALANCING ACT
On paper the job was a breeze. Create a digital campaign promoting super-fast Sky Fibre tied in with the new Disney ‘Toy Story Of Terror' Halloween spin off. What could go wrong? Well quite a bit actually. Multiple brands. Multiple rules on how all the elements can engage. Multiple approvals. Lest we forget the prominence of product info – all wrapped up in thematic spookiness.
Disney Characters couldn't overtly use, or endorse, Sky Fibre. And the Sky Fibre brand elements had to sit alongside the Disney characters and Toy Story of Terror look and feel. So how to bring all these pieces together? We used the characters to visually represent people's online behaviour- so there was a degree of separation there. The spooky theme came through the copy and the existing Disney assets.
COLOMBO
LONDON