Sky Takes Over Piccadilly Circus with Show Stopping Display

For the first time ever, Sky has taken over the iconic advertising screens at Piccadilly Circus, with an eye-catching creative display, showcasing its range of unmissable content.

The execution engages the viewer through 3D, building exciting narratives, using Sky, discovery+ and Netflix content, allowing them to break out of the screen – a Great White shark jumps from the sea, The Jackal rappels down the side of a building, whilst a rifle scope searches for its target, bringing focus to the new incredible price of Sky’s Essential TV package, which includes Sky, Netflix and discovery+ for just £15.

The creative itself took several months of work from Sky’s in-house agency, Sky Creative, but the concept began with a series of simple sketches.

Sky creative director, Bradley Reiman said, “The team were so excited when we got the green light for Piccadilly Circus. We wanted to create something that would turn heads. Our shark definitely nods to those fun movie moments, where creatures jump right at you, like the 'Jaws 19' hologram from ‘Back to the Future Part II.’ Seeing the ideas leap from sketch to spectacular reality has been so much fun.

“I still have those initial doodles — rough sketches of Young-Hee from Squid Game popping her head through the screen, The Jackal literally rappelling down the building, and this massive shark bursting out. With multiple partners involved, it felt almost too ambitious at first. But looking at the final product now, it's remarkably close to those initial scribbles.

“The most exciting part has been watching people's reactions—seeing them stop, point, and pull out their phones to capture the moment. That's when you know you've created something special.”

Ocean Outdoors, who manage the Piccadilly Lights advertising screens, supported with the production of the 3D elements of the campaign, which goes live from Monday 14th April.

Marketing director, Rose Holden said, “To celebrate the launch of Sky’s Essential TV Package and the unmissable content available we wanted to make a bold statement. Our aim for this campaign is to make our new £15 price point famous and where better to do that then on the UKs most famous OOH site, with creative that brings our content to life. We continue to be proud of our partnership with Netflix and discovery+, which reinforces our commitment to bring customers an extraordinary line up of content at an unbeatable price.”

Sky Essential TV is available for new customers for £15 a month for a 24-month contract, or £18 a month for a 31-day rolling contract.