Creative in association withGear Seven

SKY Turns TV Sets Across NZ Into World's Largest Art Gallery With 'Art Your TV'

Advertising Agency
Auckland, New Zealand
Campaign created by DDB, New Zealand.

SKY Arts is making art accessible to customers across the country this week, and giving talented New Zealand artists mass market exposure by broadcasting their work into more than 700,000 homes.

The pop-up art gallery, aptly named Art Your TV, created by DDB New Zealand, is broadcasting on SKY's channel 220 from the 10th - 17th November.

Tuning in transforms your TV into a revolving work of art, featuring new artwork each day.

Five galleries will be featuring artwork on the pop-up throughout the week - LOT23, Mossgreen-Webb's, endemicworld, Gow Langsford, and Art + Object.

ArtYourTV_InsituShot(1)[2][1][1] (1).jpgThe artwork on display was produced by 35 different artists, ranging from up-and-comers to household names such as Colin McCahon, Natalie Tozer, Dick Frizzell and Goldie.

All the artwork featured on Art Your TV will be available to bid on or purchase via the channel's website: Viewers can also scan each ArtYourTV_InsituShot(2)[2][1][1] (1).jpgpiece of art onscreen and be taken to the website where they can bid on or purchase the work.

It is hoped that viewers will take the pop-up channel as inspiration to begin their own art collections, with a variety affordable options on display.

Shane Bradnick, executive creative director at DDB, says Art Your TV is a unique approach to communicating SKY's ability to convey powerful content.

SDays Bradnick: "People's TV screens are off and therefore blank for much of the day. The idea was to turn these uninspiring empty black frames on people's walls into the world's biggest art gallery.

"SKY is the home of great entertainment and it's also the home of arts, culture and meaningful experiences," he continues. "We wanted to show the special ability that SKY has to deliver something beautiful right into your living room."

Says Amber Cooke, marketing manager, SKY: "We thought this was a beautiful idea. To be able to use our platform to bring something like this into the homes of thousands of New Zealanders, showcasing the huge talent this country has, it's really special."

Client: SKY
Mike Watson - Marketing Director
Amber Cooke - Marketing Manager

Agency: DDB NZ
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: James Conner & Christie Cooper
Digital Creative Director: Haydn Kerr
Creative: Liz Richards
Creative: Nicholas Dellabarca
Creative Director: Chris Schofield
Lead Business Partner: James Blair
Senior Business Manager: Zofia Wereszczynska
Digital Producer: Johannes Gertz
Digital Design Technologist: David Kirschberg
Agency producer: Alva Casey
Audio Engineer: Daniel Partington