Nothing Compares

Following a recommendation from Showtime's communications agency, we were approached by award-winning film director, Kathryn Ferguson, to promote the UK TV release of "Nothing Compares" a biopic feature documentary on Sinead O'Connor. Having previously had a brief window of promotion in the US for Sundance, and in the UK for cinema, we were in essence, starting again, to create as much awareness for the launch on Sky and Now.

No-one could have predicted how the brief and campaign changed. Firstly (and understandably), we had no media access to Sinead herself (following the very sad and untimely death of her son) so all PR was to focus on Kathryn at the forefront. We also had an ever-moving schedule of transmission to work with, resulting in us maintaining media interest over several months. But during the week of launch, our campaign completely turned completely on its head, when the news broke of Sinead's own passing. First and foremost, we pivoted into crisis management, so that Kathryn, Sky, and the documentary's stakeholders were protected to ensure the delicate handling of the documentary transmitting, to allow for this TV eulogy to be received as all had intended and for Sinead’s legacy to continue.