The campaign marks the satellite broadcaster's first new brand advertising in three years and will promote its Sky+ service, movie channels without ads and corporate social responsibility.
The first TV ad will break on Saturday on ITV1 and is supported by radio, print, outdoor and sponsorship activity.
BSkyB aims to move away from previous advertising, which has been seen as slick but corporate and soul-less.
One of the CSR-focused ads is animated and features the 1970s song 'Joy to the World', which BSkyB has also employed buskers to sing at mainline train stations.
Matthew Anderson, group communications and brand marketing director, said that "Believe in Better" positions Sky as a media company that makes life easier for customers, as well as one that tries to do its best for the environment.
The work is the first brand-led activity created by WCRS since it won the account last year.
The "See, Speak, Surf" product-led campaign created by WCRS will continue under the "Believe in Better" strapline.
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