MTV: MTV INTERNATIONAL REBRAND

Credits & Description:

Category: Illustration

Advertiser: MTV NETWORKS INTERNATIONAL

Product/Service: BROADCASTING MEDIA NETWORK

Agency: MTV NETWORKS INTERNATIONAL

Date of First Appearance: Nov 8 2010

Entrant Company: MTV NETWORKS INTERNATIONAL, Milan, ITALY

Entry URL: http://shop.55dsl.com/Collaborations/T-shirts

Creative Director: Roberto Bagatti (MTV Networks International - World Design Studio)

Associate Creative Director: Anna Caregnato (MTV Networks International - World Design Studio)

Art Director: Dylan Griffith (MTV Networks International - World Design Studio)

Coordinator: Beatrice Cardile (MTV Networks International - World Design Studio)

Director/Illustrator: Yué Wu (Division Paris & Digital District)

Director/Illustrator: James Roper (Universal Everything)

Director/Illustrator: Alex Trochut (Alex Trochut)

Director/Illustrator: TEI (3DCG)

Director/Illustrator: I Love Dust (I Love Dust)

Illustrator: Zeelot (Zeelot)

Media placement: 5 X Idents - International On Air Broadcast Across 162 Territories - November 8th 2010

Media placement: 5 X Iphone, Ipod, Ipad Application - Online - December 2010

Media placement: 5 X Tshirts - In 55DSL Stores Around The World Across 32 Countries - December 2010



Describe the brief from the client

Context—

Launched in November 2010, the MTV/55DSL idents constituted the third phase of MTV’s first international rebrand which first rolled out in July 2009 to an audience of 578 million households across 162 territories.



Describe the challenges and key objectives

Brief—

Embracing MTV1’s mantra of ‘POP x 1000%’ to establish an international visual brand language that is both relevant and enticing to many different cultures. To further align MTV’s creative output with the brand’s content, to push the creative boundaries in terms of motion design innovation laid down in 2009 and to cement MTV’s reputation as the No1 youth entertainment brand.



Describe how you arrived at the final design

Solution—

Phase 4 of our international rebrand saw us collaborate with 55DSL. The result was the 5.5 series of idents – 5 international artists each interpreting one of the 5 senses in their own unique way. Exploring the human senses was a natural extension to the human emotions theme (at the heart of our 2009 rebrand), and was a natural fit with both MTV and 55DSL’s ethos and vision. All artists produced an original artwork, each featuring on a limited run 55DSL T-shirt and also as a basis for 5 x 20” idents. The arists were then teamed up with experienced motion design studios to create these idents which saw each sense being amplified x 1000%, thus culminating in the 5.5th sense.



Give some indication of how successful the outcome was in the market

Result—

The T-shirts sold out within a week and the collaboration was extensively blogged about and referenced across umpteen youth, streetwear, urban, and art and design sites.