The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Client: Sky Sports
Date: Mar 2019
Your Vote
Overall Rating
Opps, please vote again
8 votes

With the Formula 1 (F1) season fast approaching, Sky Sports has engaged its in-house agency, Sky Creative Agency (SCA), to develop a fresh look to mark it becoming the home of live and exclusive F1.

This is the first time Sky Sports will exclusively cover the F1 season, owning broadcast rights to 20 out of 21 races.

Alongside a start-of-season campaign, SCA has also overseen all the design elements around its coverage, including a brand-new title sequence, interactive touch screen broadcast podiums, a new F1 zone and interview platform.

To highlight how its exclusive coverage is the ‘next chapter’ of F1, Sky Sports has launched an ad that starts at the very beginning to show how far it has come.

The film opens in a scene from F1’s early days - a time when things were a lot more manual. As the evocative bassline of Fleetwood Mac’s The Chain kicks in, a lone mechanic is seen fixing a wheel onto an old Ferrari with a hammer.

The camera sweeps across the scene, heading further into the future until we reach the age of technology, when F1 rose up from its primitive beginning and began getting a lot faster.

The music and activity build as the camera moves to another scene when TV enters the mix, and audiences were able to get much closer to the action.

Finally, we find ourselves in the present day, where Sky Sports is at the helm. As the camera glides across, the viewer sees the TV channel covering all aspects of the championships from interviews to on-air broadcasting.




Marketing Director, Sky Sports: Jo Fox

Head of Brand Marketing, Sky Sports: Robbie Balfour

Senior Marketing Manager, Sky Sports : Laura Pinnell


Creative Director: Simon Corkin

Creative Director: Nicole Poppi

Producer: Ella Littlewood

Producer: Al Mcgee

Head of Production: Paul Mortimore

Strategist: Anthony Edwards

Account Lead: Nick Waddell

Senior Account Manager: Alex Rodger


Production Company: Knucklehead

Director: Lieven Van Baelen

Head of Production: Francis Mildmay-White

Production Manager: Cat Irving

Director of Photography: Glynn Speeckaert

Production Designer: Chris Oddy

Costume Designers: Bratsk

Makeup and Hair: Natasha Lawes

Casting Director: Hammond Cox Casting

Studio: Warner Bros Studio Leavesden

Offline Editor: Emmanuel Van Hove

Post Production: Framestore

Post Producer: Victoria Lovejoy

Colourist: Simon Bourne

VFX: Paul O’Brien

Audio: Envy

Sound Designer: Arge