To drive reappraisal of the Sky One channel, our brief was to remind Sky's valued customers of the reasons why watching Sky One is exactly the way to spend their down-time.
We positioned Sky One as the natural entertainer. Bolder, brighter, bigger. Not brash or try-hard. It's easy going, warm and open. It is confident and arm-around-you understanding. Giving you authentic observation and knowing humour, with a streak of cheek. Feel good entertainment. Pure and simple and nothing but.