Jacamo and Sky Media partnership celebrates the natural beauty of big in the great outdoors

Against an epic natural back drop, the next chapter of Jacamo’s partnership with Sky Media tells the story of male body confidence

Sky Media has announced the renewal of its partnership with Jacamo, which celebrates ‘big’ in all its glory to showcase the fashion brand’s 2020 Autumn/Winter range.

Jacamo’s campaign, reaching men between the ages of 25-44, aims to shift consumer brand perceptions from ‘fat to big’. The creative establishes this message by embracing and showcasing the natural beauty and powerful parallels between big mountains, big trees, big open spaces and most importantly, big men.

The big moment of the partnership culminates in a cinematic 10min40 branded content piece, as well as a 2min40 cutdown, documenting the Jacamo challenge and shows that big isn’t a matter of size; it’s the true measure of a man who embodies values of strength, hard work and determination. The ‘Force of Nature’ challenge content will be teased at the end of a 40 second interactive red button Jacamo advert on linear TV across the Sky portfolio.  This is a shortened version of the branded content piece to build interest around the longer creative, that will be hosted on Jacamo’s social channels and Sky Sports VOD platform.

As part of the wider partnership, Jacamo’s 30-second advert is proceeded by a 10-second ‘Sky Presents’ ident on Sky Sports and Sky One. The TVC is a high-impact and highly stylized advert showing the beauty of big and building contextual relevancy for Jacamo with the channels’ biggest shows, including Premier League football, 2020 Scottish Championship golf and The Russell Howard Hour.

Leveraging Sky Media’s access to talent, the Jacamo challenge has enlisted well known outdoor experts including former SAS Elite forces Ollie Ollerton and Jay Morton, and physically imposing former athletes, Paul Olima and James Haskell, to take each other on in a competitive race, set in the big outdoors. Against a backdrop of stunning landscapes in the Lake District, a well-known and iconic part of the UK, the talent is put to task. Split into pairs and armed with a Jacamo pack (clothes, tech and outdoor equipment to help them along the way), the men are dropped at a starting point and challenged to reach the final meeting point, a remote pub called the Jacamo Arms, within an allotted time. On the way, against the great outdoors and against the clock, the big pairs face a series of big obstacles in a competition to finish the journey quickest and earn the ultimate bragging rights. The long-form content captures the huge physical challenges, authentic moments and men’s reactions along the journey, culminating in a chat over a pint down at the Jacamo Arms.

Kenyatte Nelson, Chief Brand Officer at Jacamo, said, “Capturing the zeitgeist, we are excited to step out into the beauty of the great outdoors, which has been so greatly appreciated in 2020. During this time of lockdown, we’ve found escapism in our televisions and rediscovered the powerful benefits of nature for our mental health and wellbeing.”

The campaign TVCs launched on 16^th October and will run until 21st December, with the bespoke branded content pieces launching on TV and VoD on the 13th of November and being available until 21^st December.

Sarah Jones, Director of Planning at Sky Media, added, “Our 2019 partnership with Jacamo for their “Own Your Moment” campaign was an incredible success story – increasing the brand’s likeability by 28pp and consideration by 27pp. We are delighted to have the opportunity to build on the campaign’s success, with this piece of branded content.

Eleanor Mitchell, Client Director, Carat Manchester, said, “In the UK, we have access to some of the most stunning scenery in the world, from epic mountains to awe inspiring forests. We are really excited to see our clients’ branded content play out in a raw, real settings championing real men who exemplify the brand’s values.”

This year’s campaign’s planning and buying was handled by Carat Manchester while production was undertaken by Diagonal View.

To read the case study from Jacamo’s 2019 ‘Own Your Moment’ campaign, please visit here.

VELUX and Sky Media partner to create the perfect space to enjoy TV and “extend your family time” 

VELUX and Sky Media launch a new campaign to highlight the benefits of using VELUX roof windows to transform an extension into the perfect living space for extending family time and watching TV together.

VELUX and Sky Media launch a new campaign to highlight the benefits of using VELUX roof windows to transform an extension into the perfect living space for extending family time and watching TV together. VELUX also launch a campaign focused on its range of blinds for roof windows in conjunction to boost awareness further.

The three-month campaign which was brokered by Republic of Media, is aimed at young couples and families showing these key audiences the benefits of using VELUX windows. In particular, the partnership will show viewers how they can make a difference to an extension and create the perfect family space for an evening in.

Created by Recipe and Sky Media, the three ads will each licence one of Sky’s entertainment channels including Sky One, Sky Atlantic and Sky Witness. In doing so, viewers watching the ad on Sky One will also find the family in the advert creative watching that channel. The same will take place across the other entertainment channels, creating contextual relevance to increase engagement.

In addition, Sky Media will host a dedicated microsite where viewers can get the ‘VELUX look’ by transforming their own home with VELUX roof windows. The hub will also contain content demonstrating the benefits of adding daylight to your home as well as showcasing VELUX Active smart technology.

The campaign is a media-first for VELUX, which has never-before collaborated with a broadcaster to create bespoke licensed content. The partnership will include linear TV with AdSmart targeting and Sky Advance digital advertising to extend reach and reinforce its message to those have seen the adverts.

Running at the same time, VELUX will launch a sophisticated AdSmart campaign to extend and amplify awareness of the availability of their range of blinds, available direct from VELUX online. The addressable TV advertising will be managed in line with the climate. In doing so, the ad will be seen in households when its warm and sunny, allowing VELUX to engage viewers when they are most receptive and reducing ad wastage.

Andrew Lumsden, Senior Marketing Manager at VELUX, said, “We’re really excited to launch our new campaign together with Sky across its entertainment channels. We know how important it is for people to have the right amount of daylight in their home. Working with Sky allows us to deliver a complimentary message about how to ‘extend your family time’ watching great content in a great well-lit space.”

Sarah Jones, Director of Planning at Sky Media, said, “We’re proud to partner with VELUX on a campaign that highlights the perfect way to bring the best of the outdoors in and celebrates great family moments that we can enjoy from the comfort of our own homes. Whether it’s the latest American hit show, Britain’s best drama or a captivating documentary, we know that when our viewers watch TV together, they’re happier and more engaged.”

Toby Hutchins, Business Director at Republic of Media, said, “It’s a fantastic when an innovative client such as VELUX sets us a challenge to provide a freethinking media solution beyond the normal. As a partner Sky have really gone above and beyond in making this happen; we can’t wait for the hard work from this collaboration of client, agency and media owner to come to fruition.”

The campaign was brokered by Republic of Media and will run from 8th June until the 7th September 2020.