Task: Promotion of MTV Pranked show, a 30-minute program that showcases homemadepranks filmed by youngsters. Idea: A young man was left duct - taped to a pillar in the center of Serbian capital city Belgrade, as if it was a result of a last night’s prank. Results: Shocked passers-by spread the campaign through social media within only a couple of hours.All national web portals, newspapers and (competitive) TV stations reported about the “living ambient”, generating around 100 000 euros media coverage. For only 50 euros invested in production and 0 euros for the media, following “Pranked” weekend had the highest ratings in the history of MTV Serbia.
Client: MTV Agency: McCann Erickson Beograd Creative: Carlito Savic Creative support: Marko Prokic, Bojan Babic, Slobodan Marković Creative Directors: Vladimir Cosic, Jana Savic Rastovac Accounts: Milos Stankovic Munja, Dragana Stankovic Production support: Le Spot