Freesat, the UK’s biggest subscription-free satellite TV platform, has launched its latest integrated campaign. ‘Live Life Free’ showcases the exciting world of free entertainment it has to offer its customers with over 170 channels and On-Demand services.

Created by TMW Unlimited, the 30 second and 10 second TV spots feature two endearing CGI crab characters, Ossi & Pod, who leave their drab underwater home to explore the vibrant fairground world just above their heads – a world that was just waiting to be discovered. The new brand platform launches with a fully integrated advertising campaign centred on a reappraisal story, waking customers up to a whole world of subscription-free satellite TV.

Applying their Disproportionate Value Approach, which uses first-party data to identify the highest potential customers, The Specialist Works' planned and bought the media campaign. It will initially target the east of England, the south-west and south/south-east before being rolled out in other regions. With a voiceover provided by Line of Duty actor Craig Parkinson, Live Life Free runs from November 1st across TV, BVOD, radio, door drops, retail, paid social, paid search and Google Shopping.

Andre Santos, director of marketing at Freesat said: “The small screen continues to be filled with outstanding content and we wanted to celebrate that through our execution, showing that being chained to pay TV isn’t a necessity to enjoy high-quality entertainment. You just need to search for that freedom like Ossi and Pod and when you do, you’ll find Freesat and a world of wonder waiting for you.  We’ve loved the process of bringing our charming crustaceans to life with TMW Unlimited and The Specialist Works and cannot wait for the UK public to meet them.”

Tom Harman, creative director at TMW Unlimited said: “We can’t wait to see our two cute crustacean siblings, Ossi and Pod, scuttle their way into the nation’s hearts. The campaign embodies TMW Unlimited’s purpose to create ‘ideas that move people’ from awareness to consideration to purchase, tapping into the customer’s desire to pay less for our TV. It demonstrates our truly integrated and human understanding approach, delivering big brand-level thinking that works across every channel, seamlessly.”