Sky has always been known for great big products, but few know about the broadcaster’s efforts to do a little good in the world. And, despite significant investment in a diverse range of social initiatives up and down the UK, it’s not one the first things people think of when it comes to Sky.
Sky wanted to change that. Building back the trust of the public and, even more importantly, raising awareness around the social issues it’s actively tackling.
EveryFriday created a four-part campaign — The Power of Belief — which focuses on how, with belief on your side, you can overcome anything. It reframes the Sky promise of ‘Believe in better’ and demonstrates how our actions, big or small, can inspire everyone to make a positive difference every single day.
Directed by UNIT9's award-winning filmmakers Luke Seomore and Joseph Bull, this series of documentary-style films tackle some of society’s most deep-rooted issues. Through their signature style, they were able to give weight to genuine, uplifting stories in a natural way. While, at the same time, reaching the level of quality that Sky has become synonymous with.
The third part in this series is ‘Spreading the word’. Following spoken word artist, Sarah Callaghan, it highlights how Sky Arts is giving undiscovered talent a stage on which they can shine. With original shows such as Life and Rhymes, the now free-to-air channel focuses the spotlight on the diverse voices of Britain, with the belief that everyone deserves a platform to be heard. No matter who they are. No matter where they’re from.
Luke and Joseph (UNIT9): "It was really exciting working with Sarah, her words are raw, honest but always reliable and we wanted to capture that in the film. She has a great energy, when she performs it feels like a building storm of emotions, the audience really connects with her struggles. It was important that the film had that same energy – the intimacy, the back-and-forth between a performer and an audience. We loved revealing a small glimpse into Sarah’s process, moments we don’t usually see building up to a cathartic performance."