Sky Arts, Channel Re-Launch
Sky Arts were launching the Sky Arts super-channel – a merging of Sky Arts 1 and 2 – to showcase a much broader and varied programming of the arts in all its forms. This would be led by Guitar Star, which was a competition to find the best amateur guitarist.
Our insight, was that most people believe that arts is subjective, and so we wanted to find out whether the British public could really appreciate talent, regardless of whether that talent was an amateur or in fact a world music icon.
Working with Grammy-award winning composer, arranger, producer and guitarist Nile Rodgers, we decided to surprise and delight unsuspecting members of the public with a unique performance.
Disguised to resemble a London busker, Nile performed on the South Bank, during the busy morning commuter rush hour.
With hidden cameras and strategically placed GoPros, we capture a two minute film where Nile jammed while incognito, before revealing his true identity and bringing funk and disco to the Thames.
Blanket coverage across all national media and over 5 million impressions on social media in just 48 hours.