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


 
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SERIES 1 - MK IS finding love - 20 daily episodes linked to social media

Character 1 - Summary of 20 daily episodes

QR codes on street posters directed our audience to the content

mk 1.jpg
mk 5.jpg
 

SERIES 2 - MK IS an aspiring musician - 20 daily episodes linked to social media

Summary of 20 daily episodes
mk12.jpg
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SERIES 3 - MK IS finding his feet - 20 daily episodes linked to social media

Character 3 - Summary of 20 daily episodes

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

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