MTV Design & Branding PIANO MTV by ID Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency ID Sao Paulo
Art Director Caio Rogério, Daniel Bottas, Domenico Massareto
Copywriter Daniel Xavier, Maria Eduarda Borelli, Milena Gouvea
Released September 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: MTV
Product/Service: MTV
Agency: ID\TBWA
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: ID\TBWA, São Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Domenico Massareto (ID\TBWA)
Art Director: Caio Rogério (ID\TBWA)
Art Director: Daniel Bottas (ID\TBWA)
Art Director: Domenico Massareto (ID\TBWA)
Copywriter: Milena Gouvea (ID\TBWA)
Copywriter: Maria Eduarda Borelli (ID\TBWA)
Copywriter: Daniel Xavier (ID\TBWA)
Design: Ennio Franco (ID\TBWA)
Motion Design: Priscila Garcia (ID\TBWA)
Account Manager: Juliana Tonussi (ID\TBWA)
Media Director: Kauê Cury (ID\TBWA)
Planner: Igor Puga (ID\TBWA)
Operations Director: Natália Gouvea (ID\TBWA)
Marketing Manager: Lilian Chwartzmann (Mtv)
Media placement: Website - website - 02/09/2009 until now

Describe the challenges and key objectives
It was a challenge to translate the soul of lots and lots of MTV's artists, while at the same time, maintain the tool identity through all the screens.

Describe the brief from the client
In an effort to bring the Internet it's original musical identity along with boosting its online audience, MTV launched the PIANO MTV: an interactive tool that lets people play music, using videos of their favorite artists.

Describe how you arrived at the final design
The design of the project was inspired by dozens of MTV's artists as well as footage from the TV station's 80's shows.

Give some indication of how successful the outcome was in the market
More than 1 million visits to the MTV Piano 42,000 songs saved by the audience in the library. Average time spent in the site was higher than 17 minutes . The project is going to be exported to 11 countries in 2010