MK is
MK, a South African TV channel that promotes only local music, needed to connect with a far younger audience to reclaim its cutting-edge image.
We created a 3 part series called MK is. Every series consisted of 20 daily episodes and followed the life of a character called MK. His/Her adventures unfolded ‘live’ as 60-second daily episodes that flighted on the MK channel as Channel Branding. The episodes linked to MK’s social media channels where extra content was released.
Every episode featured a song from a young and upcoming artist/band.
In 60 days, the campaign gained MK a whole new youth fan base and introduced 21 new music bands to the South African music scene.
D&AD Yellow Pencil / TV & Cinema Communications / Channel Branding & Identity / 2012
D&AD Yellow Pencil / TV & Cinema Communications / Multi Platform Branding & Promotions / 2012
SERIES 1 - MK IS finding love - 20 daily episodes linked to social media
QR codes on street posters directed our audience to the content
SERIES 2 - MK IS an aspiring musician - 20 daily episodes linked to social media
SERIES 3 - MK IS finding his feet - 20 daily episodes linked to social media
SERIES 1 - EPISODE 1-9
Series 1 - Episode 1 - MK IS STARTING OVER
Series 1 - Episode 2 - MK IS ONE IN A MILLION
Series 1 - Episode 3 - MK IS PEACE LOVE & HAPPINESS
Series 1 - Episode 4 - MK IS A LOUSY SHOT
Series 1 - Episode 5 - MK IS A SMALL TOWN SPECTACLE
Series 1 - Episode 6 - MK IS BUYING AIRTIME
Series 1 - Episode 7 - MK IS IN A RELATIONSHIP WITH JANA
Series 1 - Episode 8 - MK IS LOOKING FOR VICTORY WITHOUT WAR
Series 1 - Episode 9 - MK IS HIMSELF
Series 1 - 20 Episode Summary
Series 2 - 20 Episode Summary