I truly believe this campaign has started a new era of design. Before it, we were smothered with simplistic, smooth, minimalist ads. That was the coolest hippest thing around. This rebrand pushes the limits of what is possible in the digital age. It’s still smooth, but it has a new way about it. I really like it.
"We are asked directly to devise the on-air, web and print rebrand of MTV
for an international audience of 524 million viewers. Its purpose to cement
the channel's reputation as a powerhouse of youth-oriented programming
and creative output.
The aim is to continue and enhance the innovative spirit of MTV's 27 year
legacy, and to establish a coherent brand language across 160 different
countries spanning 31 languages including Japanese, Russian and Chinese.
This resulted in the reinvention of the onscreen information graphics
with a timeline based system to establish 'Where you are in MTV time'.
An ongoing series of unique 'Pop-Art' idents have risen from the new manifesto - POP X 1000% - celebrating and amplifying pop culture in all its glory - Love x 1000%, Desire x 1000%........and more"
Click the link to watch the spots. Brilliant.
