Challenge:

MTV was losing its way, and wanted to celebrate the “music” in Music Television.

Solution (Print, OOH):

Because MTV made an artist's image important, we decided to reward true music fans, the ones who watched MTV for the music, with a “Stay Tuned” challenge. Leveraging cultural FOMO, we created this provocative campaign that teased an iconic characteristic of various artists, and if you knew who it was, you were in the club.

Results:

The campaign was awarded by the One Club and Communication Arts, and featured in Lürzer’s Archive.