The digital broadcaster's "Out of the Box" campaign, which will be launched by a series of iTV workshops announced at the D&AD Congress, is an attempt by the digital broadcaster to raise the creative quality of interactive TV ad campaigns on its platform.
Sky Digital allows viewers to get involved with TV advertising through the red button technology. Although iTV campaigns are becoming a increasingly significant source of revenue for the broadcaster -- Sky has broadcast 87 interactive TV advertising campaigns this year already -- the creative approach to the new technology has been slow to develop and tends to be very formulaic.
Creative, media and advertising agencies will all be welcome to respond to the challenge, and will be able to submit one entry for each client.
Mark Wood, commercial director at Sky Media, said: "Engaging the creative sector will be key to realising the full potential of interactivity so we believe 'Out of the Box' is a unique opportunity for agencies to showcase their brand-building skills."
The deadline for the contest is July 16 and the winning agency will receive £250,000 worth of iTV production and hosting services from the digital broadcasting giant.
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