Sky wanted to make noise about its latest TV, the Glass Air, targeting first-time buyers and younger audiences. We tapped into the idea that adulting in 2025 looks very different than it used to, using a social-first campaign to shift perception and highlight that Sky is more affordable than people think.
We centred on the delayed onset of adulthood, using consumer research to reveal the new rites of passage, from bulk-buying loo roll to buying your first TV. We brought these moments to life through tongue-in-cheek content with TV royalty Larry Lamb and social media star Ash Holme, who taught each other a thing or two about adulting in 2025.
