MK, a South African TV channel that promotes only local music, needed to connect with a far more influential youth audience to reclaim its cutting-edge image as the voice of the youth music scene. Using a blend of media, we made MK come alive as three different living characters, whose adventures unfolded ‘live’ as 60-second idents, linked to blogs with Facebook and Twitter feeds. In 60 days we gained a new youth fan base, four times more influential than the previous one. This work was also awarded a Yellow Pencil in the ‘Channel Branding & Identity’ category.
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.