The things we can do
Skype’s most significant marketing campaign, The things we can do, focused on some of the extraordinary ways people use Skype to stay connected in their everyday lives. Content created for English, Spanish and Russian markets.
The first vignette shot, “Turning the Tide,” followed Anna Therese Day and Gianluca Panella, a reporter/photojournalist couple, covering the impact of rising sea levels in the Pacific nation Kiribati.
The second spot was shot in Moscow (in the dead of winter), featuring a pet detective. Valeriy Sugrobov used to be a police officer but now uses his talents and Skype to find missing pets.
Filmed in Oaxaca and Mexico City, the last installment featured a Triqui youth basketball team. The players stay in touch with their families and teachers while on the road.
While the campaign started with the above documentary-style pieces, we shot a more extensive set of shorts called Skype solves. Based on stories our users, coworkers, families, and friends had shared with us, we had examples of a traveling parent reading a bedtime story to their child, picking out clothes, even jamming to a song together. It was a ton of content that we were able to weave into the campaign site, emails, banners, social posts & partner content.
Awards
Campaign highlights
One Show: Branded Entertainment, Gold 2016
London Intl Awards: Best Documentary, Gold 2015
Shots Awards: Branded Content 2015
AICP Awards: Product Integration 2015
One Screen Film Festival: Best Direction 2015
7.8 billion paid impressions
Up to 77% open rate in emails
110 million video views
1.5 million CUs in 1 month
2-4% uplift in usage study