Starting with the concept: “Only SKY offers self-censoring so you can control what your kids watch”, the creative department decided upon an action that showed that in practice to the consumer. We showed half-naked girls walking on a beach in São Paulo, their private parts covered with a black strip, with the message on the back of it.

On weekends in the summer of 2008, when the action took place at some beaches, SKY had a 20% increase for its services, according to information provided by the customer sales department.