MTV Australia reinvents its music channels MTV Music + MTV Dance with campaign via Engine
Sydney based production company Engine has turned ‘boring’ on its head with a new campaign around the reinvention of MTV Australia’s music channels, MTV Music and MTV Dance.
Says Engine creative director Robert Connelly: “We came up with 42 concepts that played on social media themes such as memes, emoticons and the all-important selfie. Some of the concepts are tongue in cheek, others are just plain silly but all are of the moment and a reflection of youth culture and the MTV audience’s current state of mind.”
The campaign was designed to work across multiple mediums including TV, print, social media, fashion and used Engine’s expertise in filming, design and animation.
Says Vanessa Zuppicich, creative director, MTV Brand and Commercial: “We were blown away by Engine’s brand pitch for MTV Music and MTV Dance. Their approach was very clever, ‘to push boundaries of creativity and experimentation and see what happens’. Engine came up with 42 awesome concepts by using the language of today’s millennials and ultimately giving our music channels new personality. The creative is truly inspiring.”
You can currently find Engine’s creative on MTV Music and MTV Dance with more rolling out on-air in the coming months.
To see the creative online you can visit engine.net.au/mtv.