Campaign
8 Tage
Save yourself. If you can.
- Client / employer
- Sky Deutschland
- Period
- 2019
- Role
- SVP Marketing & Creative Services
- Agencies / partners
- –
Background
The marketing campaign for the Sky original production “8 Tage” (premiere: 1 March 2019) combined a disruptive PR stunt, high-concept storytelling and deliberate provocation. At its heart were a provocative takeover of newspaper front pages, presenting the end of the world as real news, and establishing Sky as a premium player in German drama.
Strategic approach
Front-page takeover: Sky Creative took over the front pages of major German tabloids, including Berliner Kurier, Express, tz and Hamburger Morgenpost, with the fictional headline “Eight days until impact”. Digital guerrilla activity: the apocalyptic news was broadcast in the style of Sky News on digital information screens in cities including Munich, Berlin and Cologne. Blurring reality: the boundary between editorial reporting and advertising was deliberately blurred to generate substantial word of mouth.
My role
From Sky Creative’s perspective, 8 Tage was a radical marketing and design experiment developed in-house, bringing the fictional end of the world directly into the real media landscape. The campaign broke with conventional approaches to create an intense sense of emotional urgency.
