In Germany a lot of people still watch linear TV, instead of On Demand TV. As they don’t like spending too much time choosing movies. They tend to just turn on the TV and watch what’s running. That’s why Sky offers the best movies not only on demand, but also on linear channels. The restart function let’s you watch the movies on linear TV from the start, by accessing the same movie in the on demand library of Sky. Giving the user the benefits of linear TV and on demand TV.

We wanted to show the benefit of the restart function in a simple and entertaining way. For this we illustrated the problem of missing the beginning of a movie by leaving out the first letter of famous movie titles. This not only changed the name, but also the story. The movie "KILL BILL" became "ILL BILL", "trainspotting" "rainspotting", "Goldfinger" "oldfinger" and "Braveheart" "raveheart". Together with the strong tagline “Miss the start. Miss the story.” we brought the benefit of the product feature only with copywriting skills to the point.