Sky Protect
Live Happily Ever Smarter
How to make home insurance not boring by rewriting classic fairytales to ensure everyone can Live Happily Ever Smarter.
THE BRIEF
Sky Protect launched in 2023, the first home insurance product to include smart tech to monitor your home and protect the things you love.
Sky developed a TV campaign in which fairytale characters in a today’s world extolled the benefits of Sky Protect to protect their porridge, golden eggs and more. Our task was evolving the campaign for social.
THE SOLUTION
Social is a destination for learning. While the TV campaign did a good job of driving awareness, we wanted the social campaign to be educational and fun.
Our idea reimagined the Sky Protect instruction manual as animated storybooks, written in traditional fairytale language to assure Sky Protect customers that they could Live Happily Ever Smarter.
TELLING STORIES
I wrote the line “Live Happily Ever Smarter” which became the brief to the creative team. Together, we wrote scripts that used a problem-solution narrative to cheerfully demonstrate the value of Sky Protect to customers, both financially and emotionally.
Illustrator Serge Seidlitz faithfully created illustrated versions of the characters from the TV campaign, while creating a bold, visual storybook style to stand out on social.
The resulting short films were packed with info and playfully oozed optimism, making home insurance actually interesting.
HAPPY EVER AFTER
Originally intended just for social, “Live Happily Ever Smarter” became the overarching line for the whole campaign.
It ran everywhere, including TV, OOH and a collection of modern fairy tales written by comedian, Ellie Taylor.
The films could also be seen in Sky Stores across the UK and at an immersive pop-up experience at Westfield London.
The End.
Credits
AGENCY
Nonsense
London, UK
2023
ROLE
Creative Direction
Copywriting
Production
GOLDEN EGGS
Andrew Wilkie
Ash McMahon
Rob Mosely
Kate Kenyon
Terry Obeng
Amy Staker-Lonnen
Ignacio Rodriguez
Hülya Corty
Martin Roberts
Rob Mosely
Will Savage
BACK TO THE WORK •
BACK TO THE WORK •