Sky Celebrates Eddie Redmayne Starring Thriller 'The Day of the Jackal' with MI6 Projection Stunt

In a bold activation to celebrate last night’s premiere of the highly anticipated Eddie Redmayne starring thriller The Day of the Jackal, Sky this week unveiled guerilla style projections across key London landmarks, including Millbank Tower directly opposite MI6 Headquarters. This high-impact stunt follows a full take-over of nearby Vauxhall station earlier in the week, playfully teasing the UK intelligence services, and is the latest activation in a national multi-channel campaign inviting audiences to join the hunt for the Jackal.

Further UK activity to promote the series in the lead-up to launch has included hyper-localised OOH digital advertising across print and digital formats, partnerships with CANVVS to create a limited-edition Nike Air Max 95 trainer, social first content with OMEGA, and FORTNITE, consisting of an in-game activation allowing players to unlock “Jackal Mode” creating new gameplay experiences that mirror the themes of the show.

To amplify the brand globally, multi market activations included a bespoke SKY SPORTS F1 São Paulo Grand Prix opener, fronted by Eddie Redmayne and Lashana Lynch, that played out across 88 territories WW, a European talent tour with stops in  London, Berlin, Rome and Madrid,  and the launch of the series title track THIS IS WHO I AM from Academy Award®-nominated Celeste.

The creative has been crafted and produced by Sky’s own in-house agency, Sky Creative, in partnership with Peacock. The media is being handled by Rapport and Essence Mediacom.

Nicole Poppi, group creative director at Sky Creative, commented, “Our creative campaign for The Day of the Jackal brings the thrilling game of cat and mouse to life, capturing the relentless pursuit between a lone assassin and an intelligence operative. Driven by Sky Creative’s ‘The Hunter. Hunted.’ concept, this 360° campaign is as audacious as the Jackal himself, with every touchpoint pulling audiences deeper into their high-stakes chase. “

Lucy Johnstone, head of entertainment marketing at Sky and NOW, said, "Our ambition from the very beginning was to create an unmissable, immersive campaign that would not only draw audiences into the heart of The Day of the Jackal, but also grip them in the thrilling pursuit between the Jackal and Bianca. From the dynamic OOH projections to our innovative partnerships, we want to give the nation something truly memorable to talk about.”

Tim Yaw Struthers, head of original brands, Sky Studios and UK&I Content, commented, "The global brand of our series, powered by our positioning strategy and the exceptional work from Sky Creative in partnership with Peacock, is resonating worldwide. Sky UK's bold and impactful marketing approach has ensured the series cuts through in-market, with our activations achieving impressive reach and engagement across multiple international territories, all connecting our series to local and global audiences.