MTV BLACK RIBBON by BBDO Germany for MTV Networks

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MTV BLACK RIBBON

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Germany
Agency BBDO Germany
Executive Creative Director Carsten Bolk
Copywriter Martin Knipprath
Released July 2009

Credits & Description

Category: Posters
Advertiser: MTV NETWORKS
Product/Service: TV STATION
Agency: BBDO GERMANY
Date of First Appearance: Jul 8 2009 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Germany GmbH)
Executive Creative Director: Carsten Bolk (BBDO Germany GmbH)
Art Direction: Milena Hirschochs (BBDO Germany GmbH)
Art Direction: Aristotelis Saflanis (BBDO Germany GmbH)
Copywriter: Martin Knipprath (BBDO Germany GmbH)
Managing Director: Dirk Bittermann (BBDO Germany GmbH)
Account Director: Liselotte Schwenkert (BBDO Germany GmbH)
Media placement: Newspaper Prinz Nürnberg - Nürnberg, Germany - 08.07.2009
Media placement: Newspaper Mainpost - Frankfurt, Germany - 08.07.2009
Media placement: Citylight - Königsallee Düsseldorf, Germany - 08.07.2009

Describe the challenges and key objectives
Just like Michael Jackson's music is worldwide understandable, a motive had to be developed that would accommodate that.

Describe the brief from the client
MTV wanted to bow to the King of Pop and searched for a worthy expression of sadness at the day of mourning.

Describe how you arrived at the final design
The idea is based on a global symbol of mourning: The black ribbon combined with a typical pose of Michael Jackson symbolised the mourning about a gorgeous singer, songwriter, dancer, entertainer and person.

Give some indication of how successful the outcome was in the market
At the day of mourning for the King of Pop, reports and videos of Michael Jackson were running all day long. Because of the many communication channels, like internet, TV, print and posters, which were used, a big target group was reached.