Everyday Relevance.
As part of Sky Ocean Rescue, Sky’s Europe-wide CSR initiative, I developed a campaign concept that made social responsibility accessible through humour and relatable everyday situations. Together with Sky brand ambassador Elyas M’Barek, I translated a complex environmental issue into communication that was understandable, relatable and relevant for audiences across the DACH region.
With Sky Ocean Rescue, Sky launched a Europe-wide CSR initiative to raise awareness of plastic pollution in the oceans and encourage more responsible consumer behaviour. The challenge was not the relevance of the issue itself, but making it meaningful in everyday life. For many people, ocean plastic felt distant, while sustainability communication often risked being perceived as moralising or instructive. The objective was therefore to translate a complex global environmental issue into a relatable, engaging and emotionally relevant message capable of reaching broad audiences across the DACH region.
– Sky Ocean Rescue launched as Sky’s Europe-wide CSR initiative to raise awareness of plastic pollution and reduce unnecessary single-use packaging
– Limited awareness of Sky Ocean Rescue across the DACH region
– Ocean plastic pollution perceived as a distant issue with little everyday relevance for many consumers
– High risk of sustainability communication being perceived as moralising or preachy
– Need to translate a global environmental challenge into relatable everyday behaviour
– Complex environmental topic with limited emotional engagement among broad audiences
– Need to balance social responsibility, entertainment and brand positioning within a single campaign
The objective was to adapt Sky Ocean Rescue, Sky’s Europe-wide CSR initiative, into a locally relevant campaign for the DACH region. Rather than relying on traditional sustainability messaging, the campaign aimed to make the issue of plastic pollution understandable, relatable and relevant in everyday life. The focus was on raising awareness of unnecessary single-use packaging, encouraging small behavioural changes and connecting social responsibility with audience engagement and brand communication.
– Adapt Sky Ocean Rescue into a locally relevant campaign for the DACH region
– Increase awareness of Sky Ocean Rescue across the DACH region
– Raise awareness of plastic pollution and unnecessary single-use packaging
– Make a complex sustainability issue understandable, relatable and relevant in everyday life
– Encourage small behavioural changes through positive and engaging communication
– Combine social responsibility, entertainment and audience engagement within a single campaign concept
– Strengthen Sky’s positioning as a responsible and socially engaged company
To move plastic pollution beyond the boundaries of traditional CSR communication, I developed a campaign approach that combined humour, entertainment, social responsibility and brand communication. Within just a few days, I created a campaign concept that connected existing resources from CSR, marketing, TV production and social media into one integrated initiative. The campaign was brought to life together with Sky brand ambassador Elyas M’Barek. The central idea was simple: “Not every cucumber needs a condom.” By translating a global environmental issue into a relatable everyday situation, the campaign made sustainability more accessible, engaging and relevant for a broad audience.
– Developed and pitched the local DACH adaptation of Sky Ocean Rescue
– Presented the campaign concept to senior stakeholders and decision-makers
– Created the campaign platform: “Not every cucumber needs a condom” to communicate plastic reduction through humour and everyday relevance
– Developed and produced a cross-channel campaign for TV and social media
– Integrated Sky brand ambassador Elyas M’Barek as the face of the campaign
– Connected existing CSR, marketing, TV production and social media resources into one integrated concept
– Delivered the campaign under tight timelines from concept to implementation
– Combined social responsibility, entertainment and brand communication within a single campaign platform
Making Sustainability Relevant Through Humour
Complex environmental communication transformed into an engaging everyday message
Intelligent Resource Integration
Existing CSR and marketing resources combined into a high-impact campaign
Cross-Media Campaign Execution
TV and social media activation rolled out across the DACH region
Positioning Through Responsibility
Strengthened Sky's reputation as a socially responsible brand
– Developed, pitched and executed the campaign concept
– Raised awareness of plastic reduction through relatable and humorous everyday communication
– Successfully adapted the international Sky Ocean Rescue initiative for the DACH region
– Secured and integrated Elyas M’Barek as the face of the campaign
– Produced and distributed a campaign video featuring Elyas M’Barek across TV and social media channels in the DACH region
– Translated a complex sustainability issue into accessible and engaging everyday communication
– Increased visibility of Sky Ocean Rescue through cross-media distribution across TV and social media
– Generated positive audience feedback on both the campaign concept and execution
– Campaign approach recognised within the Sky Group as a best practice for future CSR communications
– Strengthened Sky’s positioning as a socially responsible and purpose-driven company
– Delivered the campaign within days and without additional budget by leveraging existing resources across CSR, marketing, TV production and social media
Further information and references relating to this case are available upon request.
The following competencies were applied throughout this project and reflect the core areas of my expertise.
