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Sky Sports ‘Epic England’ 48 sheet

Agency: brothers and sisters

Client: Sky Sports

Sky Sports has launched a seven-figure multimedia advertising campaign to celebrate five major sporting events this year.

Over the coming twelve months, unusually the Barclays Premier League, UEFA Champions League, The Ryder Cup, British & Irish Lions Tour and The Ashes Series will coincide.

The six-week ‘Epic’ campaign kicks off for the start of the new football season and will continue to amplify Sky’s exclusive rights for The Ryder Cup, British & Irish Lions Tour and The Ashes Series.

The creative shows a range of sports stars from the football, cricket, golf and rugby union worlds in action on a communal field, lit by a dramatic skyline which helps to encapsulate the passion and adrenaline associated with these sports.

The strap line reads “Five epic contests. One amazing season”.

With outdoor being a focal part of the campaign the action-packed creative will run on 48 and 96 sheets and tailored versions for each of the 20 football clubs in the premier league.

These will feature each team’s own players and will run on prominent sites surrounding individual stadia. The striking use of lenticular posters inside the stadia washrooms will use 3D imagery to add depth and drama to the campaign.
The print campaign will involve full-page and double-page spreads in national papers, monthly magazines, weekly magazines and local press.

The digital element of the campaign includes a microsite hosted by Sky The site ( will showcase animated creative and will operate as a 3D environment that visitors can virtually explore to access information on each event that makes up the epic sporting year.

Executive Creative Director of brothers and sisters, Andy Fowler, said, “The Barclays Premier League will be the start of an amazing sporting year and an amazing year for Sky Sports.  We wanted to portray the immense sense of anticipation behind this epic year.”

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