When Sky Italy secured the rights to broadcast every match across major football leagues in Italy and Europe, we were tasked with creating a campaign to announce this milestone. Drawing inspiration from the world of wine, we positioned it as Sky’s finest “vintage” year yet.

 

The concept centred around a special vineyard in Tuscany, filmed over five days on location at a real Tuscan estate, where Sky’s TV personalities, led by Marcello Lippi, manager of the Italian national team and World Cup champion, crafted an extraordinary “wine” using the finest “grapes”: world-renowned footballers such as Kaká, Buffon, Materazzi, and De Rossi.

 

The multi-million euro campaign achieved huge success, earning widespread public and industry acclaim.