Sky, Europe’s leading telecommunications brand part of the Comcast group, aspires to be the continent’s first net-zero carbon media and entertainment company by 2030. To achieve this milestone, the company pledges to make all of its tech products more energy-efficient, develop the globe’s most sustainable films and TV studios, transform its vehicles to create a zero-emissions fleet, and plant trees to absorb carbon, amongst others. But the plan also includes spreading the word to reach people’s hearts and inspire them to #GoZero.
Hoping to empower the public to make planet-saving choices, Sky brings its ambitious dream to the world’s attention via a new major campaign made for its new Sky Zero brand. Signed by the agency Engine Creative, the initiative’s story is based on the “Overview Effect” — a term that describes the feeling of responsibility that embraces the astronauts when observing our planet from space — presenting the Earth being visited by an old neighbor.
A one-minute-long video produced by Partizan Studio and directed by Pete Candeland lies at the center of the campaign, documenting the Moon’s impressions while visiting the Earth. Titled “The Day the Moon Came to Earth,” the spot showcases the celestial body in a visit to see up close what had been so far. Impressive images of life unfolding in the place we call home simply impress the Moon. And although it adores everything it sees, the Moon notices that all is not well, so it expresses its worry… until hope appears.
Narrating the Blue Planet from the Moon’s point of view is an idea through which the brand aims to show us how beautiful the world is seen from a new perspective and thus encourage us to adopt an eco-friendly behavior that will help slow the Earth’s temperature rise.
Jodie Alliss, Head of Environment Campaigns at Sky Zero, says: “The Moon has watched over Earth since before time began. We thought there was no better character to visit our home and remind us of the wonder it holds. But also, to highlight the uncomfortable truth that climate change is having a devastating impact on the things we love. Fortunately, we still have the opportunity to save it and, here at Sky, we want to inspire people to join us on our net-zero carbon journey.”
“The rage and despair at the effects of climate change are understandable, but they are not enough. To effect positive change, we instead chose the motivation of hope. We wanted to remind ourselves we live somewhere wonderful that can still be saved. And to see ourselves through fresh eyes. So, we turned to our long-term neighbor, the Moon, and imagined how she might respond to seeing Earth up close for the very first time,” continues Leon Jaume, Executive Creative Director at Engine Creative.
In line with AdGreen‘s mission to eliminate the negative environmental impacts of the advertising sector and as one of its founding members, Sky made sure that the campaign spot was developed so as to be a fully net-zero carbon production.
The brand also announced it has teamed up with Tottenham Hotspur to host the world’s first net-zero carbon major football match. The Tottenham vs. Chelsea game, happening September 19th, is supported by COP26 — taking place this November — and the Premier League. Branded #GameZero, the match will see Sky and Tottenham working together to reduce emissions from matchday activity. Sky, Tottenham Hotspur, and the UK Government hope that the game will encourage football fans to adopt small changes that will help in the fight against climate change.
Agency: Engine Creative
Executive Creative Director: Leon Jaume
Senior Creatives: Pete Ioulianou, Ollie Agius
Head of Film: Melody Sylvester
Agency Producer: Melody Sylvester, Elena Sanz
Strategy Director: Georgina Murray-Burton
Business Director: Rich Williams
Account Director: Owen Keating
Account Manager: Tom Butler
Project Director: Louise Watts
Production Company: Partizan Studio
Director: Pete Candeland, Partizan Studio
Executive Producer: Duncan Gaman & Jenny Beckett, Partizan Studio
Producer: Janet Smith, Partizan Studio
Production Manager: Theo Cassels, Partizan Studio
Image researcher/layout: Eugenie Scrase, Partizan Studio & Natalia Risheq, Crew
Concept Artist: Daniel Cacoult, Crew
Concept Artist, Character design: Lukasz Pazera, Crew
Character Design: (Julien Renoult) Leeroy Vanilla, Crew
Concept Artist, Storyboards: Kristian Antonelli, Crew
Look of Picture Concept: Michael Kutsche, Crew
Editor: Brian Raess, Sky0
VFX supervisor: Antoine Moulineau, Light VFX
Animation Production: LIGHT VFX
Executive Producer: Guillaume Raffi, LIGHT VFX
Art Director: Aurelien Ronceray, LIGHT VFX
CG Supervisor: Raphaël Bot-Gartner, LIGHT VFX
Creature Supervisor: Duc Nguyen, LIGHT VFX
Asset supervisor: Tom Bryant, LIGHT VFX
FX Supervisor: Fabian Nowak, LIGHT VFX
Compositing Supervisor: Oliver Johnstone, LIGHT VFX
Rigging Supervisor: Cyril Gibaud, LIGHT VFX
Lead CG Generalist: Landry de Oliveira & Harry Bardak
Concept Artist / Matte Painter: Lukasz Pazera & Carl Edlund
Lighting TD: Marie Fichet, Éloise Bouvarel & Bruno Hajnal
Senior FX TD: Steven Dupuy, Charles Guerton & Tom Freitag
Creature FX TD: Yann Landry
Creature and Groom Artist: Chloé Roberts
CG Generalist: Florian Longuet, Louise Harel, Steve Bell, Craig Reid, Daniel Conner, Thomas Goldsworthy, Lauren McLaughlin
Animation supervisor: Landouzy Florian, LIGHT VFX
Lead Animator: Thibaut Gouilloux, LIGHT VFX
Animator: Léo Recoche, Sydney Padua, Rik Goddard, LIGHT VFX
Rigger: Eléonore Epiney, Mickaël Garcia, Guillaume Vezzoli
Compositor: Chloé Chaucheprat, Tomasz Liksza, Naomi Butler, LIGHT VFX
Producer: Lucy Teire, Alona Carballo, LIGHT VFX
Post Production: Engine Film – James McClean, Editor
Post Production: Framestore – Steffan Perry, colorist & Chris Anthony, Senior color producer
Sound Design: Jack Sedgwick, sound engineer, Wave