To launch MTV’s new concept - The music never stops - we used one of music’s universal symbols: the band t-shirt. We selected t-shirts of artists of different generations. Then we cut them in half and sewed the halves together. On one side, an artist of the current generation. On the other, an artist who influenced him. Over 2,500 models were delivered to four different states in Brazil. VJs and musicians wore them on MTV and were watched by millions. It was made clear to the public. Just like music, MTV never stops.
Advertised brand: MTV Advert title: The Music Never Stops Advertising Agency: Loducca, São Paulo, Brasil Agency website: http://loducca.com.br Creative Director: Guga Ketzer, Cassio Moron, Pedro Guerra, Marco Monteiro Art Director: Gregory Kickow Copywriter: Patrick Matzenbacher Executive producer: Sid Fernandes Published: March, 2011via www.coloribus.com