BT Beyond Limits

Agency: Smyle

Smyle, partnering with MSL, Black Skull Creative and Verity Studios, created an exclusive, record-breaking experience at Wembley Arena, to launch BT’s largest brand campaign in 20 years: Beyond Limits.

Smyle’s brief was to produce a spectacular, world-first live activation for BT employees, invited guests, media and influencers, providing an internal brand launch and catalyst for launching the external nationwide campaign.

The experience represented different elements of BT’s new brand direction. Beyond Limits tells the story of going above and beyond to help UK families, communities and businesses thrive in a digital future; improving connectivity to enable people to break down barriers and realise potential.

Smyle’s strategy brought together an inspiring narrative for the evening, combining headline talent, world-leading production and innovative technology in a world record-breaking finale activation, powered by BT connectivity and programmed by children participating in BT’s Skills for Tomorrow Programme.

With an in-person audience of 1,500, the experience was also live-streamed across BT’s social channels. The world-record breaking story and influencer content generated wide and positive media coverage, including features on BBC London News and Newsround.

Combining creativity, innovation and production expertise, Smyle created a highly-entertaining employee experience, which generated exclusive content and press-worthly moments to launch BT’s brand campaign in style.

“To deliver a launch event embodying the scale and ambition of this campaign we knew to look no further than our trusted production partners at Smyle ... we knew they had the expertise, creativity and technical knowledge needed to deliver such a spectacular, world-first show.”