Sky Arts

The brief

Sky Arts wanted to drive participation, inclusion and representation across every art form, amplified via its social channels, across a run of campaigns delivered over 18 months.

What we did

33Seconds devised four core social formats for Sky Arts — #ArtTok 'wow' moments, educational how-to-create content, tours of creative spaces, and interviews between artists from different backgrounds — and built three campaigns from them.

For Art Is..., timed to raise awareness of Sky Arts becoming free-to-air, 33Seconds created static, video, animation and UGC assets around the question "What does art mean to you?", commissioned a national survey for editorial media, produced illustrated videos voiced by Sky Arts Ambassadors, and ran the #ArtIs_ challenge, in which influencers lived without art for 24 hours.

For Landmark Love, supporting the launch of Sky Arts series Landmark, 33Seconds ran an organic social campaign asking audiences about local landmarks they love, commissioning six local artists — one per region featured on the show — to each create a map of their area that combined into a single image of the UK, with presenter Gemma Cairney and ambassador Charlotte Church helping drive the conversation.

For #CelebratingHockney, 33Seconds collaborated with Tom Daley, Edd Kimber and HatchArt on recreations of David Hockney's most celebrated work through knitting, cake and canvas art, aiming to capture audiences beyond traditional arts and drive UGC under the #CelebratingHockney hashtag.

The result '

Best Entertainment Content Campaign of the Year' at the European Content Awards. The work was also shortlisted for 'Best Use of Social Media' at the Global Social Media Awards, 'Best Use of Social Media for Entertainment' at the UK Social Media Awards, and 'Social Media Content Campaign of the Year' at the UK Content Awards.