Problem: MTV has lost it’s relevancy because it recycles it’s own algorithm which the new generation feels is not authentic to them.
Insight: The New Generation doesn’t want to inherit culture,
it wants to have a hand in making it
Idea: MTV puts the Youth’s Taste and Authenticity Ahead of Algorithmic Prediction.
Commercial
OOH Billboards
Activation 1
Activation Launch
Activation 2
Activation PR Article
Gamer & Streamer - Ninja
Clue 3 - Leads to the next Clue
Streamer & Influencer - Kai Cenat
Activation Launch, Clue 1 - Leads to the next Clue
Clue 2 - Leads to the next Clue
Clue 4 - Leads to the next Clue…
Game Simulation
The Final Clue leads to this