2013 MTV FRANCE HD les dtails font la diffrence library
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The aim of this Campaign was to communicate the MTV France’s HD Switch and increase awareness in the audience, repositioning MTV as a top youth channel in France, reaffirming our brand values. We wanted to underline the technical issue (HD tv is more detailed than SD) but also the emotional issue. So the core idea was that DETAILS ALWAYS MAKE THE DIFFERENCE and our viewers’ details are important because MTV’s strength is its fanbase: big and small heroes, unique and authentic. The viewers’ details make MTV so interesting and warm: HD will help to show these even better. We started with a Call to Action promo, in which we asked the viewers to send us images of the DETAILS THAT DEFINE THEM. Not only body-related details, but also about objects that describe their personalities. After that we produced 3 Image Promos in macro definition that tell different stories connected to our audience and properties: Nerd love, Teenage Wedding, Dance Squad even much more effective on social media.
Art Direction: Emanuela Denti for MTV Milano Design Studio (MDS)
Creative Direction: Lorenzo Banal for MTV Milano Design Studio (MDS)
Concept: Milano Design Studio (MDS)
Producer: Tommaso Pellicci/ KAREN FILM
Director & DOP: Marco Bellone, Giovanni Consonni
Stylist: Sara Costantini
Editor on line: Massimo Magnetti
Editor off line: Luca Grandini and Rene’ Olivo for
Colorist: Daniel Pallucca
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