I Am My MTV

After 6 years, MTV International launched a new rebrand. But Instead of only changing the way the channel looks, we changed the way the brand behaves. We moved from “I WANT MY MTV” to “I AM MY MTV”; giving our audience control of the channel in order to create their own interpretation of the brand. We connected the internet to the tv, by using MTV Bump, a responsive web platform that allowed people to create different pieces of content. “I AM MY MTV” allowed us to have an adaptable, constantly updating, yet consistent brand voice.