Fluid Viewing was the idea that brought to life the new way you can watch TV with Sky Q – a simple yet visually stunning idea that ran through every single execution wherever you saw it.

The campaign showed content liquefying and spectacularly breaking free from TVs in the form of a digital liquid, and embarking on beautiful epic journeys to other screens.

The creation of this never-seen-before liquid content pushed the boundaries of CGI and post-production techniques across all media.

Fluid Viewing launched across the UK and ROI with a spectacular 60” TV ad. The ad also ran across gold spots in cinemas, showing before the biggest films of the year.

This was partnered with an unprecedented TV stunt, which saw ads from other brands liquefied, in high-profile ad breaks. A second stunt in TV interrupted other brands’ ads mid-flow to showcase the new Sky Q user interface. This was followed by 3 further ads - highlighting the different product benefits using the same liquefied content technique. The TV and Cinema campaign reached over 44 million adults.

The story was told across more than 18,000 Out-of-Home placements too, with Sky one of the first brands to deliver location-responsive messaging. The campaign also targeted tech-savvy consumers through media firsts in tech magazines – including lenticular cover-wraps – and in digital - with gryo-activated animations on mobile and tablet.

Please see section “Confidential Information for the Jury”