MTV is about counterculture. Taking tradition and punching it in the face. Or at least it was in its prime. Today, MTV is seen as a bit of a has been. So in effort to make MTV current, we took the most traditional icon we could find, the almighty dollar, and gave it a twerk. Because after all, today's celebrities are the real founding fathers of today's culture.
Tag // No Videos, Just Culture
Art Director // Katie Hopkins
Copy Writer // Drew Botcherby
*click to enlarge
The campaign is centered around a redesign of today's dollar. Design heavily influenced by the Euro.
Starbucks coffee sleeves will become MTV themed with free music download codes.
In addition, we will send out new dollar bills to be passed out at casinos and night clubs. On the back of each bill we will have special promos. For example on the back of each of the Kardashian bills will be a promo code to get 15% off Kylie's lip kit, which is currently all the rage.
We will partner with Chase Bank so when people withdraw money from the ATM, an additional MTV themed bill will come out with downloadable codes for new songs, videos, and content on MTV.com.
Swag. Swag. Swag.