WCRS launches film for Artsworld as Sky broadens its appeal

Burglars who shun expensive items in a grand house in order to 'capture' artistic talent are being featured in the launch commercial for Artsworld, the Sky digital channel devoted to the arts.

Burglars who shun expensive items in a grand house in order to 'capture' artistic talent are being featured in the launch commercial for Artsworld, the Sky digital channel devoted to the arts.

The film is the first to be produced by WCRS since winning the creative assignment on the pounds 1.5 million account in March. WCRS's brief was to help Sky rid itself of its reputation for offering only wall-to-wall football and blockbuster movies.

Instead, the new venture, backed by BSkyB and the Guardian Media Group, is aimed at driving subscriptions among an upmarket audience. Among its offerings will be broadcasts of opera and ballet from Milan's La Scala.

The commercial, written by Matt Woolner and art directed by Steve Wioland, was directed by Jon Hollis through 400 Films. Media is being bought by the Media Planning Group.

It will be supported by a press campaign to highlight Artsworld programmes, a third of which will be original commissions.