| Title | SKY NATURE |
| Brand | SKY UK LTD. |
| Product/Service | SKY NATURE |
| Category |
A01. Creation of a new Brand Identity |
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Entrant
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SKY CREATIVE London, UNITED KINGDOM
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Idea Creation
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SKY CREATIVE London, UNITED KINGDOM
|
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Idea Creation 2
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TIME BASED ARTS London, UNITED KINGDOM
|
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Production
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TIME BASED ARTS London, UNITED KINGDOM
|
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Post Production
|
TIME BASED ARTS London, UNITED KINGDOM
|
Credits
| Dani Sierra |
Sky Creative Agency |
Producer |
| Liz Arnott |
Sky Creative Agency |
Senior Producer |
| Alex Haley |
Sky Creative Agency |
Creative Director |
| Rob Blishen |
Time Based Arts |
Director |
| Mark Jones |
Sky Creative Agency |
Design Director |
| Luke Tilly |
Sky Creative Agency |
Designer |
| Julian Samos |
Sky Creative Agency |
Senior Designer |
Background
Sky Nature is the home to breath-taking natural history programming, dedicated to exploring the beauty and wonder of the natural world and inspiring us all to do more to look after it. We wanted to create and launch a distinct brand that attracts nature fans with a female skew
Describe the creative idea (40% of vote)
The closer you get to nature, the closer you feel to it.
Presenting vivid, close up imagery so we see nature in a way you would not usually get to see it, giving the viewer a more visceral experience.
Describe the execution (40% of vote)
Rather than inventing a colour palette, we decided that the vibrance and diversity of nature should be our colour palette, giving us an infinite wealth of possibilities to choose from, this is all brought together through our distinctive typographic style, evocative tone of voice and immersive sound design, creating a strong and unique brand attitude.
We continue the use of these visual techniques through to the creation of our bespoke ‘Get Closer’ channel break bumpers, OSP system and into the campaign creative.
The channel idents employ a clever mix of computer graphics, stunning visual effects, stock imagery and shot footage to create a distinctive ‘loop’ technique, allowing us to travel from beautiful closeup details, out to epic vistas and back again, showing the full breadth of the natural world.
List the results (20% of vote)
Due to the subject matter, the Sky Nature brand has connected with a wide ranging demographic within the Sky customer base.
Within its first 22 weeks, the channels total consumption reached 1.6 million and was up 33% higher vs the annual target of all other Nature channels.