MTV Design & Branding MTV: BALLOONS by Loducca

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Industry Publishing, streaming & media, TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Marco Aurelio Monteiro
Copywriter André Faria, Jose Augusto Guga Ketzer
Released June 2011


Cannes Lions 2011
Design Lions Broadcast Design and Graphics Incl. Animation Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Advertiser/Client: MTV
Product/Service: MTV
Entrant Company: LODUCCA Sao Paulo, BRAZIL
Design/Advertising Agency: LODUCCA Sao Paulo, BRAZIL

Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Marco Monteiro (Loducca)
Creative Director: Pedro Guerra (Loducca)
Copywriter and Director of the Spot: Dulcidio Caldeira (Paranoid BR)
Copywriter: Guga Ketzer (Loducca)
Copywriter: Andre Faria (F/Nazca)
Account Group Director: Carmen Assumpção (Loducca)
Account Director: Sabrina Spinelli (Loducca)
Executive Producer: Ana Luisa Andre (Loducca)
RTV Producer: Karina Vadasz (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Media Director: Kelly Cotta (Loducca)
Post Production: Sindicato VFX (Sindicato VFX)
Soundtrack: Raw Produtora de Audio (Raw Produtora de Audio)
Illustrator and Animation: Daniel Semanas (Paranoid BR)
Director of Photography: Alexandre Ermel ()
Executive Producer: Egisto Betti (Paranoid BR)
Marketing Director: Wagner Gorab (MTV)

Brief Explanation:
MTV Brazil was undergoing several transformations. The generation who had grown up with the station was giving way to a younger one, with new references. Our greatest challenge was to show the historic importance of MTV to these new viewers, while showing a path to be followed, signalling the ever pioneering character of the station.
Describe the brief from the client:
MTV was about to celebrate its 21st anniversary in Brazil. We needed a film that would communicate the auspicious event and recall the station's great moments, positioning it to the audience with the concept "The music never stops".
Description of how you arrived at the final design:
Balloons are a worldwide icon for celebration. The idea was to tell the stories and show the characters of MTV's 21 year's existence with balloons. The essential ingredients in the implementation were simplicity and a wealth of detail, two apparently contradicting factors.
Indication of how successful the outcome was in the market:
The film was shown on several movie theatres and on MTV itself, generating thousands of comments on specialized websites and definitely positioning MTV as the station where music never stops.