EveryFriday Brings Aashika's Story to Life for Sky's Power of Belief Campaign

Sky has released the latest TV spot in its 'The Power of Belief' multi-media marketing campaign, which shines a light on the diverse range of social initiatives it has created to make a positive contribution to society and communities up and down the length of the UK.

Commissioned by Sky Corporate Affairs and created by creative agency EveryFriday, the campaign brings to life four of Sky’s social initiatives, from Time To Care which combats loneliness, to Sky Academy Studios that opens young people’s minds to the possibility of a career in the media and broadcasting.

The Power of Belief builds on Sky's iconic strapline 'Believe in Better' and sees a shift from product to society and directs a series of four documentary-style films.

“Aashika’s Breaking News” tells the story of a girl inspired by her trip to Sky Academy Studios. A chance to go behind the scenes, to get to grips with the cameras, and present from behind a Sky desk. Ever since Aashika set foot backstage, she has been obsessed with becoming a news reader. Now she’s documenting everything from the family breakfast to her little brother’s haircut and it’s this creativity that Sky Academy was built to inspire.  

The spot has been brought to the screen with the help of award-winning filmmakers Luke Seomore and Joseph Bull, who have crafted a series of documentary-style films that tackle some of society’s most deep-rooted issues. Through their signature style, the spots 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. Commercially, the directing-duo has worked with some of the biggest brands, crafting content for Google, Mini, Absolut, KFC, BBC, Unicef, and Carling, amongst many others.