Cannes Lions

SKY HDTV - THE WORLD IN HIGH DEFINITION

FCB BRASIL , Sao Paulo / SKY / 2015

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Overview

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Credits

Overview

Description

This action also presents the brand’s attitude in a way that is relevant to society. It strengthened SKY’s institutional image and changed the opinion of those impacted by the campaign regarding the importance of children undergoing eye exams at an early age. Additionally, it showed people that seeing the world in high definition has very positive effects on children's development.

Outcome

For subscribers, the action strengthened the image of the brand as an HDTV service provider and showed them a new level of the company’s corporate social responsibility. Prospective clients not familiar with SKY were shown a brand synonymous with high definition, increasing brand consideration and the likelihood of future subscriptions.

The action also changed the opinion of those impacted by the campaign regarding the importance of children undergoing eye exams at an early age. Additionally, it showed people that seeing the world in high definition has very positive effects on children's development.

The mobile eye clinic assists up to 400 children per week and distributes around 100 glasses per visit. By 2018, the project aims to visit 100 schools throughout Brazil.

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