Title	SKY DOCUMENTARIES
Brand	SKY UK LTD.
Product/Service	SKY DOCUMENTARIES
Category	A01. Creation of a new Brand Identity
Entrant	SKY CREATIVE London, UNITED KINGDOM
Idea Creation	SKY CREATIVE London, UNITED KINGDOM
Production	AGILE FILMS London, UNITED KINGDOM

Name	Company	Position
Liz Arnott	Sky Creative Agency	Senior Producer
Alex Haley	Sky Creative Agency	Creative Director
Mark Jones	Sky Creative Agency	Design Director
Simon Downie	Sky Creative Agency	Producer
Hussain Rashid	Sky Creative Agency	Senior Designer

Background

Sky Documentaries is the home of world-class, real life stories from award-winning film makers, including HBO, SHOWTIME® and Hulu exclusives and new Sky original documentaries. Get the story behind the gaming scam McMillions and see an intimate portrait of Hillary Clinton.

Describe the creative idea (40% of vote)

Behind every story are many other stories. The more you look, the more there is to discover. An unfolding mechanic was created to showcase the unexpected layers to compelling stories. From type, to imagery, this filtered through to our logo system and threaded throughout our OSP toolkit. Our brand and campaign line “The Story behind the story” simulated and stirred viewers to broaden their view of the world.

Describe the execution (40% of vote)

Type and colour were key considerations when building the foundations of the brand. A combination of a bespoke headline font against iconic black and white imagery gave us a feel distinct and authoritative presence when representing a broad range of topics. In film, the story behind the story theme was unveiled using our unfolding technique, which when expanded out, revealed a more in-depth look at the story behind. In static mediums, such as press and OOH, we promoted the range of latest release, world-class documentaries behind the Sky Documentaries brand. The unique set of idents and bumpers created accentuated the brand TOV. Using iconic moments representing each of our category pillars we rebuilt each scene which start as an obscure and thought-provoking image to then fold out and show the full picture. All is not what it may seem.

List the results (20% of vote)

A launch strategy across on-air, social, digital and print helped drive talkability and media attention. This integrated campaign centred around a TVC which captured the channels premium offering and helped to attract new audiences to Sky’s factual offering. The only channel dedicated to world-class documentaries from award-winning film makers that explore a broad range of topics. Sky Documentaries had a 3.7million reach in the first 2 weeks, making it a stand out channel within the Sky portfolio. Downloads exceeded 4 million and McMillions was a highly rated launch documentary.