Black Sails reimagines a classic pirate tale for a modern audience. It is a series steeped in violence, sex and betrayal; this is a pirate story for adults – this is X-rated pirates.

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For the campaign we used the skull and crossbones X to symbolise the show’s intense content, aiming to make this symbol appear everywhere. We wanted to create a dark and threatening atmosphere, as though a real pirate invasion was imminent; taking over railway stations and drive time to maximise impact on our audiences’ daily commute.

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The selection of an iconic music track was essential in setting the tone for the campaign. We reworked Phil Collins's classic 'In The Air Tonight' blending its timeless appeal with a modern twist, that mirrored the shows classic and contemporary theme. The moody re-record heightened the menacing tone

we sought to create for our audience. 

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This campaign really delivered, with a 35% increase in new viewers to the channel throughout the series.