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Creative

Engine Creates Lively Campaign for MTV Australia’s Music Channels

Engine, 2 years, 3 months ago

Reflecting youth culture in a fun, experimental and engaging way

Engine Creates Lively Campaign for MTV Australia’s Music Channels

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.

"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," said Engine creative director Robert Connelly.

The campaign was designed to work across multiple mediums including TV, print, social media, fashion and uses Engine’s expertise in filming, design and animation.

"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’," said Vanessa Zuppicich, creative director, MTV Brand and Commercial.

"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," she added.