In the midst of a pandemic, we created mass-participation art to show that, in spite of the challenges the culture sector faces, art can thrive.
The campaign, undertaken to support the launch of Sky Arts on Freeview, was a stand-out moment not just in marketing terms, but in terms of its cultural impact.
Over 500 pieces of branded coverage worldwide and global reach of over 250 million (2.1 times). Over 150 pieces appeared in the UK alone.
Four-in-ten (40%) of our audience recalled the campaign and 79% of those exposed said it increased their propensity to watch Sky Arts.