MTV: The Music Never Stops

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.

Advertising Agency: Loducca, São Paulo, Brazil
Creative Directors: Guga Ketzer, Cassio Moron, Pedro Guerra, Marco Monteiro
Art Director: Gregory Kickow
Copywriter: Patrick Matzenbacher
Executive producer: Sid Fernandes
Published: March 2011

10 comments

raven's picture
raven
204 pencils

nice one

nda's picture
nda
2 pencils

"Just like music, MTV never stops."

good wording to describe what MTV wanna share to the world by these designs.

*thumbs!

NONE™'s picture
NONE™
209 pencils

SUPER COOL!!!!

NONE™

Hiperion's picture
Hiperion
3138 pencils

Good work, but MTV is not a music television. It´s television for stupids.

jackblack's picture
jackblack
2328 pencils

Not sure about this.

JeffP's picture
JeffP
810 pencils

Nice

CuriousPencil's picture
CuriousPencil
4227 pencils

To me, this says "The DJ is so bad they cut one song out in the middle of the next one."

atb2005's picture
atb2005
13567 pencils

I don't think those watching mtv these days would know where SIS comes from..

Mr. Green's picture
Mr. Green
109 pencils

It's just ok.

TorstenM's picture
TorstenM
77 pencils

Agree.. just OK...

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