Project
The Global Rebrand
(European & Nordic Execution)
Client: MTV / Viacom
Challenge: Reconnecting an iconic entertainment brand with a new generation of digital-native audiences.
Our Contribution: As a key strategic partner, our role was to influence and validate the new global brand vision during the regional green-lighting process. We were then entrusted to lead the creative and strategic execution for the European and Nordic markets, overseeing all broadcast, marketing, and event productions to ensure a cohesive and impactful launch.
Outcome: A 30% increase in brand awareness across the region and multiple international creative awards, including a D&AD Pencil and a PromaxBDA Global Excellence Award.
The opportunity
A Pivotal Moment for an Iconic Brand
MTV, a global entertainment icon, faced a critical challenge: its core brand was becoming disconnected from a new generation of European audiences defined by the speed and language of the internet. The task was to lead the regional execution of a global rebrand, making MTV culturally coherent and relevant again revisiting the rebellious spirit that made it legendary.
The Strategic Advisory
Influencing the New Vision
Our advisory role began at the strategic table, where we served as a key external partner in discussions around the new creative direction. Our role was to provide critical feedback, cultural insights, and ultimately, to help influence and green-light the final strategic choices for the European market. The approved strategy was to honor MTV's core values while translating them for a generation shaped by internet culture.
The Creative Service
Leading the Regional Execution
With the global strategy set, the advisory work was then translated into a tangible service. As the creative and strategic lead for the region, our role was to take the new brand vision and bring it to life. We oversaw and unified all broadcast, marketing, and event productions, managing in-house teams and external agencies to ensure the new direction was executed flawlessly.
The Impact
Award-Winning Growth and a Re-energized Brand
The rebrand was a critical success, re-establishing MTV as a leading voice in youth culture. This was validated by both market results and the global creative community, proving the power of translating a brand's authentic DNA into a modern, culturally coherent voice.
Significant Audience Growth: A 30% increase in brand awareness across the region, demonstrating a successful reconnection with the target audience.
Global Creative Recognition: The work of our award-winning team was recognized internationally with a D&AD Award, a Promax Award, and an Eyes and Ears Award.
Global Press Coverage
The rebrand's strategic and creative success was recognized by leading global publications, cementing its cultural and commercial impact
MTV's Rebranding Is Messy, Distracting, And Possibly Perfect For Post-Millennials
Because the internet: MTV launches GIF and meme-inspired visual identity
MTV is getting a trippy new facelift — and people are confused
Industry & Critical Reception
Beyond the headlines, the rebrand sparked a significant conversation within the global design and marketing communities.
"MTV has a new look, and it’s a chaotic, glitchy, Day-Glo mash-up of all things internet... a brave, weird, and timely rebrand."
"Our audience was our inspiration. We looked at how they were producing and consuming content, and we wanted our brand to have that same level of authenticity and expressiveness."
"Our audience expects MTV to push boundaries and take creative risks... we truly believe that with this rebrand MTV's international channels will look like nothing else."
A Deeper Look: The Rebrand in Action
Spotlight Project
Love Has Many Faces
A cornerstone of the rebrand was the award-winning MTV Pride campaign. The initiative was built around the theme "What does love mean to you?", exploring authentic stories of love and identity. The project had two key layers: a global launch and targeted local activations.
Global Launch with Martin Garrix
Local Activations with Dutch Celebrities
To create deep local relevance, we collaborated with four other Dutch celebrities, producing a series of powerful and intimate campaign films for the Netherlands market. This demonstrated how the global brand vision could be translated into authentic, local stories.
The Digital Execution
A New Visual Language
To ensure the brand was coherent across all touchpoints, we developed a new visual identity system. This included a suite of signature illustrations and animations designed to be flexible, dynamic, and perfectly suited for digital and social platforms.
Behind the Scenes
Leading the Vision
A project of this scale and creative ambition required uniting a diverse team of internal stakeholders, creative talent, and world-class production partners. Our role was to lead and align every contributor around the single, powerful vision for the rebrand.
Key Collaborators & Partners
A transformative outcome is only possible through collaboration with world-class talent. We had the privilege of assembling and leading a team that included these key partners
Client Leadership & Strategic Partnership
Mattias Behrer (SVP Youth & Entertainment, Viacom | Global Marketing Head, MTV)
Client Leadership The Global Rebrand - Core Creative Leadership
Sean Saylor (Executive Creative Director)
Ignacio Gil (Creative Director)
Andreas Sjövall (Creative Director)
Maxi Borrego (Head of Art)
Mikael Fröberg (Digital Strategist)
Tanya Leedekerken (Marketing Director)
Key Production Partner
As part of our leadership, we identified and managed world-class partners to execute the vision at scale.
B-reel Creative New York (Global Visual Assets Production)
“Love Has Many Faces” - Campaign Execution Team
Andreas Sjövall (Creative Director)
Maria Sandström (Senior Art Director)
Jelle Does, DOP
Beatrice Cardile (Producer)
Arjan Timmermans (Producer)
Olaf Hovers (Producer)