The challenge was reacting to a competitor - but real leaders stay true to who they are. This campaign was about celebrating what Sky Sports does best; giving fans the sport they love, in the most entertaining way possible.

Sky Sports proudly presents… the Greatest Show on Earth. A dazzling spectacle, starring some of the world’s best sporting talent, like never seen before. All under one big top.

Sports fans live for the drama and emotion of live sport; never knowing what's about to happen. There's nothing on earth quite like it.

Our challenge was get those fans to re-appraise Sky Sports, by reasserting our position as the home of the best entertainment on earth, by showcasing our unrivalled range of the biggest live sporting moments.

We wanted our posters to nod to the extravagant art direction of Victorian circuses, the ornate frames, graphics and typefaces but also show our sports stars in the best light possible and make them recognisable from a distance. First we heavily researched Victorian graphic design. Then we had black and white scamps done of all of our sports talent in various hero poses and tried multiple layouts, framing devices and fonts to figure out what the right balance of elements was. We wanted it to be ornate but still legible. After testing multiple colour variations to see how we could best represent our brand we decided on a light and a dark version to give the campaign some variety visually. We also developed a language system influenced by Victoriana that allowed us to hero individual sports (The one and only Premier League) but also the stars themselves (The Amazing Haalando).

Our goal was to hold our position. We didn’t. We grew it.

During EFL opening weekend we were the most watched in ten years. Viewership up 77%. Premier League viewership was up 37%. Over 200M impacts overall.