Sky is pulling out the stops to promote the second series of Gangs of London, produced by Pulse Films, with a major creative campaign. It is also releasing a podcast to accompany the series, hosted by director and executive producer Corin Hardy.
The full creative campaign, developed by Sky Creative, Sky’s in-house advertising and creative agency, includes TV, OOH/DOOH, cinema, digital and extensive social and influencer outreach. It uses chess as a vehicle, bringing to life themes of power plays and dominance in each characters’ battle for the soul of London.
Alongside the Pulse Films production, Sky has also launched a podcast which goes behind the scenes with makers of the series. Guests on the show will include voices from behind and in front of the camera, looking back to season one and ahead to season two.
The Official Gangs of London Podcast is an Industria Studios production for AMC Networks, Pulse Films, Sister and Sky Studios. The first episode is out this week, with four others releasing over the next few days.
Gangs of London series 2 is produced by Pulse Films in association with Sister and Sky Studios. Executive Producers are Thomas Benski for Pulse Films, Jane Featherstone for Sister, Tom Butterworth, Corin Hardy, Helen Gregory, Gareth Evans, and Matt Flannery. Series Executive Producer is Hugh Warren. Series 2 is directed by Corin Hardy, Marcela Said and Nima Nourizadeh.
As part of the promotional campaign, Sky’s Entertainment Marketing team, in collaboration with Pixel Artworks, Rapport, Sky Creative and Mediacom have painted some of London’s most iconic landmarks and locations red with by staging the biggest, guerrilla projection campaign ever for the season two launch of the BAFTA winning Original Production, Gangs of London.
One of the most ambitious campaigns Sky has ever executed, a total of 56 sites across London, including iconic locations such as Marble Arch, Waterloo Station, Harrods and London Bridge were lit up with new artwork developed as part of the overall launch campaign. The 56 projections will start going live from 18:15 this evening and will remain in-situ for approximately 75 minutes in each location.
Lucy Johnstone, Sky Entertainment Head of Marketing commented: “this has been one of the most ambitious marketing activations we’ve ever done and to get it right required a monumental collaboration from everyone involved. The premise of Gangs of London is dominance and power so it made sense that we reflected that sentiment in the scale and placement of the campaign. It has been awesome.”
James Brunton, business director at Rapport added: “It was clear from the start that Gangs of London needed to be woven into the fabric of London’s culture to elevate the campaign beyond traditional placements. Projections at this scale have never been done before and the result is truly breath-taking. This has been a mammoth collaborative effort between all parties and demonstrates the physicality, agility, and power of out of home to keep delivering true audience engagement at scale.”.
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