MK built its reputation as South Africa's leading music TV channel by showcasing young, edgy local bands to an audience that had mostly overlooked the domestic music scene. Over time, MK had lost its way and mainstream videos were starting to dull the airwaves. The brand needed to regain credibility - it needed its personality back. A two month trans-media campaign with 60 different tag lines and no logo was developed to do just that.
A Now&Partners production, directed by Hendrik Purienne with Ogilvy/1984 Johannesburg.