MTV
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Client: MTV Adria
Type: Creative Concepts
The Challenge
MTV was moving its MTV Adria headquarters from Slovenia straight to the heart of Belgrade, Serbia, and they needed to find a new General Manager to put in charge. The client wanted to launch a small print campaign (magazine and newspaper advertisements, and city lights) in order to announce the job opening for the new GM. They wanted something new, fresh, out of the ordinary, and attention-grabbing.
The Solution
Three concepts for the client to choose from: MTV’s Cosa Nostra, MTV Superhero, and MTVito.
MTV’s Cosa Nostra - We Need A New “Boss”
The concept revolved around an ‘MTV Mafia’ which had decided that they needed a new “boss”. The photographs for the visual were photographs of the mafia, and the plan was to run several different visuals within the period allocated for the advertisements. The copy accompanying the visuals explained that MTV Adria - which was now to be located in Serbia - was looking for a new person to be in charge. Overall, this was a very appealing concept.
MTV Superhero
The concept revolved around the story of searching for a ‘superhero’ to lead MTV Adria in the new journeys and quests that it would perform. The copy, accompanying the visual of a superhero wearing Converse All-stars and boxer shorts with hearts on them, explained that the new ‘headquarters’ that were opening in Serbia needed to be headed by the best! This concept was fresh, funky and ‘very MTV’.
MTVito
The concept incorporated Josip Broz TITO, the greatest leader in the history of the Balkans, into the visual. The point was that MTV was looking for ‘the next TITO’ in terms of his leadership, ability and respect, to lead the operations in Serbia. For an authentic effect, the visual was done in a way that resembled the old communistic posters. The accompanying copy was focused on sending a message in a tone that reminds the Serbian people of ‘the good old days’.
