M Net Design & Branding MK ROCK 'N ROLL WEDNESDAY by Ogilvy Johannesburg

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Creative Director Mariana O`kelly, Neo Mashigo
Art Director Chantelle Dos Santos
Copywriter Dan Parmenter
Released February 2012

Credits & Description

Category: Posters
Advertiser: M-NET
Product/Service: MK
Executive Creative Director: Fran Luckin (Ogilvy Johannesburg)
Creative Director: Mariana O'Kelly (Ogilvy Johannesburg)
Art Director: Chantelle Dos Santos (Ogilvy Johannesburg)
Copywriter: Dan Parmenter (Ogilvy Johannesburg)
Illustrators: Says Who (Says Who)
Account Manager: Akona Ndungane (Ogilvy Johannesburg)
Group Director: Tom Prentice (Ogilvy Johannesburg)
Business Director: Caree Ferrari (Ogilvy Johannesburg)
Media placement: Duke / MK Menus - Dukes Restaurant - 29 February 2012

Describe the brief from the client
MK is a television music channel in South Africa that supports and promotes local indie musicians. Our target market are notoriously fickle 16 to 25-year olds who had begun to lose interest in local music in favour of the international scene.

Describe the challenges and key objectives
We needed to reconnect with our youth market and re-establish MK as the leading voice in South African music and lifestyle. We also needed a new touch-point to speak to them in a fresh, rock ‘n roll way that tied into what the MK brand is all about.

Describe how you arrived at the final design
We decided to partner MK with a boutique burger restaurant called Duke’s, an indie hangout famous for its weird and original burger recipes. We asked 15 of the biggest local bands to design their own crazy burger ideas, which we sold once a week on what we termed ‘Rock Wednesdays’. To bring the rock vibe of MK to life, we designed each burger to have a concert poster masquerading as menu pages and hung them up in the restaurant. Each poster was designed in the specific style of each individual band, from grungy metal to vibrant electronica to colourful indie rock.

Give some indication of how successful the outcome was in the market
We launched the posters with a small concert on the evening the promotion launched, with the bands on the menu playing acoustic sets and signing their posters as if they were real concert promotional material. The idea has since become a permanent weekly event at Duke’s. It is now almost impossible to book a table on a Wednesday.