When Netflix and Amazon redefined consumer expectations, Sky Italia needed to prove its time was different - richer, more rewarding and more valuable.
We didn't just tell people - we showed them through emotions so deep, they required new words to express.
The result? A brand platform that shifted the conversation from price to value.
THE CHALLENGE
Sky Italia found itself caught in a familiar trap - one that ensnares even the most established brands when the market shifts beneath them.
New entrants like Netflix and Amazon had fundamentally reframed consumer expectations. The cultural impact was undeniable. Sky Italia’s initial response? Managing price rather than creating meaningful value. The value equation had become unbalanced.
The brands’ challenge? How do you leverage your brand to redefine value, creating a positioning clear enough to motivate choice and deep enough to build loyalty?
THE INSIGHT
Money doesn't buy happiness. But in a world where time is truly not your own, the ultimate luxury is the choice of how to invest it.
Television, at its heart, is about time. There's a deep-down 'felt-need' for more personal, quality time - moments beyond the everyday, others-oriented responsibilities that fill our days.
But this isn't free time. Free time has become transactional, another thing to optimise, another way to "make the most of our time."
What people are really seeking is quality time.
In a world where time is truly not your own, people are looking for a different kind of time. One that is richer and more rewarding than the everyday.
THE IDEA
The magic of Sky Time.
Customers were already telling us something important: their time on Sky felt different. Richer. More rewarding than ordinary screen time.
But how do you demonstrate that a moment is deeper and more meaningful? Through the depth of emotion it creates.
The emotions Sky evokes are so rich, so layered, that existing language couldn't quite capture them. These weren't just entertainment moments—they were emotional experiences that deserved their own vocabulary.
There are emotions that have no name yet.
Feel them on Sky.
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euforiglia
Euphoria from experiencing wonder.
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![SKY Advertising]()
allegrida
Joy which grows into celebration.
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![SKY Advertising]()
speransia
Feeling tension knowing that everything will still be ok.
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![SKY Advertising]()
nostalgioia
The joy of reliving beautiful memories.
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![SKY Advertising]()
pauraggio
Fear which stimulates courage.
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![SKY Advertising]()
allegrida
Description goes hereJoy which grows into celebration.
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![SKY Advertising.]()
speransia
Feeling tension knowing that everything will still be ok.
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![SKY Advertising]()
nostalgioia.
The joy of reliving beautiful memories.
CREDITS
SKY ITALIA
Senior Director Brand & Creative, Content Marketing & Media: Jane Villeneuve
M&C SAATCHI MILANO
Executive Creative Director e Partner: Luca Scotto di Carlo e Vincenzo Gasbarro
Creative Director: Daniele Dionisi, Paolo Perrone, Matteo Grandese, Alessandro Candito
Creative Team: Daniele Dionisi, Paolo Perrone, Matteo Grandese, Alessandro Candito, Paolo Marella, Claudio La Ragione
Digital Designer: Carla Dellabianca
Account Director: Jessica Ciancaglini
Strategy: Andrei Kaigorodov
Digital Production Director: Stefania Sabbatini
AKITA Production Company Film
Director: Malloy Brothers
Dop: Kasper Tuxen
Producer: Mapi Brambilla
Executive Producer: Paolo ZaninelloDirector: Malloy Brothers
Dop: Kasper Tuxen
Producer: Mapi Brambilla
Executive Producer: Paolo Zaninello