AUCKLAND, Today: Sky has launched an AI-driven campaign to promote its exclusive TV broadcast of the Olympic Games Paris 2024, with help from creative partner, DDB Group Aotearoa.
Titled From the Streets of Paris, the campaign reimagines Paris and the Olympics in the 19th-century impressionist style using generative AI.
Dan Kelly, Sky’s Chief Customer Officer, said the campaign aims to make New Zealanders view the Olympics differently. “Every four years, the Olympics brings our country to a halt. This year, the jaw-dropping locations of the Games will also stop us in our tracks, from beach volleyball by the Eiffel Tower, to equestrian at the Chateau de Versailles.”
“The campaign captures your attention by bringing together the famous Impressionist style of painting and Olympians in action – including some New Zealand athletes, thanks to our partnership with the New Zealand Olympic Committee.
“The team at Sky are proud to be bringing Paris 2024 to New Zealanders and this campaign will get sports fans around the country excited for the spectacle of the Olympic Games.” – Dan Kelly
“The team at Sky are proud to be bringing Paris 2024 to New Zealanders and this campaign will get sports fans around the country excited for the spectacle of the Olympic Games.”
DDB Aotearoa’s Group Chief Creative Director, Matty Burton, says, “For centuries, humans have been obsessed with the streets of Paris, which feature in some of the world’s most famous artworks, especially those from the French impressionists such as Paul Cézanne.
“Using AI for the visual style, generative fill, and animation, we have created a campaign for Sky that presents Paris 2024 in an entirely unique way. This campaign draws on the inspiration of the past with the technology of the future,” Burton said.
The campaign features multiple sports across out-of-home platforms and a series of 6, 15, and 30-second films running across the Sky platform, VOD, digital, and social media from July 8.
Sky is the exclusive TV broadcaster of the Olympic Games Paris 2024. Watch 12 Olympic channels on Sky and Sky Sport Now, or free-to-air on Sky Open from July 25 to August 12.
CREDITS
SKY credits
Chief Customer Officer: Dan Kelly
Head of Marketing, Brand & Planning: Chas Ort
Sky Sport Marketing Lead: Mark Trowill
Sky Sport Now Marketing Manager: Natasha Lewis
Agency credits: DDB Group Aotearoa
Production Company
Post Production Company: DDB
Post production online: DDB
Soundtrack/composer/music: DDB
Media Agency: OMD / Fuse
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